Introducing a global paper and dispenser brand to North America—wiping out the competition along the way.

Essity, formally SCA, a global market-leading Professional Hygiene business with $3 billion in sales, was evaluating the launch of Tork, their international brand of commercial dispensers, paper towels, bath tissue, napkins, skin care, industrial and kitchen wipers and IoT solutions, into North America.

Essity engaged Avenue to help understand the issues and options for entering NA, and design a rollout plan that minimized the risks and capitalized on opportunities.

Our innovative go-to-market strategy and implementation resulted in a high profile for the brand, reenergized a low-interest product category, aligned and inspired Essity employees, reignited distribution and customer relationships, and helped Tork leapfrog the majority of competitors to become one of the industry’s Big Three.

Our partnership with Essity continues on dozens of initiatives each year including product launches, market segmentation strategy, sales process design, tools and training, global brand integration and more.

“Avenue’s approach to launching the Tork brand into North America disrupted the status quo of our industry, galvanized our organization and helped us accelerate our goals in a critical market.”


Engagement Highlights


  • Post-M&A fragmented brand and product portfolio
  • No/low awareness vs. incumbents
  • Dominated by industry heavyweights
  • Low-interest product category
  • Ad hoc sales approach, focused on product pushing


  • Easy-to-sell, easy-to-buy master brand strategy and product architecture
  • Tailored go-to-market approach, segmented by industry
  • Sophisticated selling tools and consultative sales methods
  • Internally recognized as a best-practice business unit
  • #2 player in the North American market


Key deliverables and activities

  • Corporate mission, vision and values
  • Brand and product positioning and architecture
  • Marketing and communication plan
  • Brand launch plan
  • Brand conversion and budget allocation plan

Ethnographic research

Brand strategy

Go-to-market plan

Vision roadmap

Strategy workshop

Strategy workshop


Key deliverables and activities

  • Brand launch to employees
  • Brand and product training to sales and employees
  • Internal communications
  • External brand launch
  • Packaging design

Strategy storybook

Product architecture

Digital sales tool

Employee activation event

Digital sales tools

Sales playbook

Sales playbook

Planning workshop

Digital sales tools

Print ads


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