Essity advertising & marketing assignments

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Selected Essity advertising

Essity was formed in 2017 from the demerger of the hygiene products business of Svenska Cellulosa Aktiebolaget, known as SCA. SCA is one of the world's biggest manufacturers of products derived from wood-pulp. Although a sizeable proportion of its revenues still come from paper and solid wood products, it was for years best known outside its industry for SCA Hygiene, its consumer and professional products division. This became Europe's leading tissue and kitchen towel manufacturer through a series of acquisitions including Procter & Gamble's tissue business in Europe, comprising the Bounty, Charmin and Tempo brands, and Georgia-Pacific's local operations in 2012. There were also numerous smaller purchases in Latin America and Asia. In 2017, SCA Hygiene was spun off as a separate company under the name Essity. It is now the main international rival in feminine care to P&G and in both femcare and tissue to Kimberly-Clark. Revenues for 2019 were approx €12.2bn, with net profit of approx €965m. The group has operations in 150 countries worldwide. Its single biggest brand is Tork, the top-selling toilet tissue across Europe and now a growing force in North America with combined sales of over €1bn. Present in millions of corporate washrooms and kitchen facilities globally, it is sold only in the "away from home" professional sector, covering not just toilet tissue and towels but soap dispensers and other hygiene devices. Its next biggest global brand is Tena, the world's top-selling incontinence protection product. Among Essity's numerous facial, bathroom and kitchen tissue brands are Zewa, Tempo and Lotus in mainland Europe; Velvet, Cushelle and Plenty in the UK, and Sorbent in Australia. Libero is the top-selling diaper in Scandinavia. In femcare, its large range includes Libresse, Libra, Nana, Nuvenia and Bodyform. The group entered a new sector of medical bandages in 2017 with the purchase of BSN Medical, whose brands include Leukoplast, Cutimed and Jobst. Further smaller purchases in the medical solutions sector have followed. Magnus Groth is group CEO.

Capsule checked 20th January 2021

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Who are the competitors of Essity? See Personal Care Sector and Household Care Sector

Historical profile information for Essity / SCA

Recent stories from Adbrands Update:

Adbrands Daily Update 7th Jul 2021: "Make Life A Little Softer". Fresh from Cannes Lions glory for their femcare range, Essity have launched a new push in Europe for their less well-known babycare range. Publicis.Poke is the long-established second-line agency on the Essity roster behind AMV BBDO, but they too deliver consistently fine creative work for this client. The best advertising is about truth, and anyone with children will recognise this situation instantly. I'm not sure that Lotus nappies do much to help this hard-pressed Dad, but the baby is certainly having a great time. Definitely a star in the making.

Adbrands Daily Update 25th Mar 2021: "Period Pants". You have to admire the, um, balls demonstrated by AMV BBDO's increasingly bold series of ads for Essity's sanpro range. These towels and tampons and pants are known by many different names around the world - Bodyform, Libra, Libresse and so on - but the campaign has been the same for all. The underlying strategy has been never to flinch from the reality of something that slightly more than half the global population does, has or will experience for most of their adult life, yet which society in general still prefers not to acknowledge publicly. Thus that old cliche of the blue ink, used if absolutely necessary in advertising to symbolise menstrual blood on an absorbent towel. Certainly no flinching here, and not a drop of blue to be seen. Having gradually introduced the reality of blood in previous ads, AMV BBDO go full throttle here, with more gore than your average horror movie. Yet the results, far from being shocking or upsetting, are actually quite beautiful.

Adbrands Daily Update 1st Jul 2020: "Womb Stories". Emboldened by the widespread acclaim awarded the earlier 'Viva La Vulva' campaign, AMV BBDO pushes the boat out even further with this powerful, emotionally involving new film for Essity's Bodyform/Libresse/Libra sanpro franchise. The subject here goes far beyond just menstruation, to encompass even, well, life itself. All the pain and pleasure and responsibilityinvolved in being the owner of a womb, in fact; the sad as well as the happy. In the process, the ad rightly knocks down several more of the walls that have kept the monthly tribulations suffered by around half of the world's population hidden largely from public view. These are boundaries that need to be broken, and Essity and AMV BBDO should be commended for their fine work.

Adbrands Weekly Update 29th Nov 2018: "Viva La Vulva". Emboldened by the acclaim showered upon its 'Blood Normal' film for Essity's Libresse / Bodyform franchise earlier this year, AMV BBDO dares to go where few sanpro ads have gone before with a hilariously witty and inventive tribute to, well yes, every woman's vulva. (Let's hope that use of that word doesn't get us censored by the social media police!) Celebrated director Kim Gehrig helms. We're pretty certain you won't get to see the full spot on network television (unless very late at night) despite the lack of anything remotely explicit. However, that's really part of the point, isn't it.

Adbrands Social Media 7th Aug 2018: Bladder control ambassador Sterling Gravitas returns in another delightfully bonkers campaign from AMV BBDO for Tena Men. This latest film is rather more epic than previous outings (and perhaps a little less laugh-out-loud) as Gravitas searches the globe for the answer to urinary leakage. Male incontinence is hardly the easiest of problems to tackle in an ad, but humour is almost certainly the only route to follow and AMV BBDO does a fine job once again. 

Adbrands Weekly Update 24th Jun 2018: Cannes Lions 2018: And so Cannes Lions 2018 draws to a close. AMV BBDO was one of three agencies to return home from Cannes with three Grand Prix. There was a second top award in the PR category for the 'Trash Isles' campaign, which already collected the top prize in Design. The other was the Glass Lion for Change, rewarding the agency's bold and uncompromising campaign for Essity - formerly SCA Hygiene - to normalise attitudes towards menstruation. To fight the taboo surrounding a subject that affects half the global population, the ad showed period blood in an ad for the first time (instead of that mysterious blue liquid) and set out to show that the female monthly cycle is normal, natural and beautiful rather than a topic to be shunned or to cause shame and embarrassment.

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