Essity was formed in 2017 from the demerger of the hygiene products business of SCA, or Svenska Cellulosa Aktiebolaget. 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 for its SCA Hygiene division, now Europe's leading tissue and kitchen towel manufacturer and the main international rival in paper-based products to Procter & Gamble and Kimberly-Clark. Hygiene has grown to become SCA's biggest business, now generating more than 80% revenues. SCA has boosted its global operations through a series of acquisitions, of which the two biggest have been the purchase in 2007 of P&G's tissue business in Europe, comprising the Bounty, Charmin and Tempo brands; and of Georgia-Pacific's local operations in 2012. There have also been numerous smaller purchases in Latin America and Asia. In 2017, SCA Hygiene was spun off as a separate company under the name Essity.
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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.
Adbrands Weekly Update 22nd Dec 2016: Swedish tissues and personal care giant SCA agreed to acquire Germany's BSN Medical, a leading maker of bandages and woundcare products, for €2.74bn. The deal will add brands including Leukoplast and Cutimed to SCA's hygiene portfolio. SCA has indicated that it is planning to spin off the entire hygiene division as a separate public company in 2017. The business would include the group's large collection of toilet, tissue and paper towel products including Tork, Velvet, Tempo, Zewa and Plenty. SCA's personal care division, which houses sanpro and incontinence products, is expected to remain part of the main group.
Adbrands Weekly Update 2nd Jun 2016: Ads of the Week: "RedFit". As a challenger brand in the UK sanpro sector, SCA's Bodyform has to try harder. Here's a gutsy - even ballsy, if you'll forgive the mixed metaphor - spot from AMV BBDO. Red-blooded too; no sign of that mysterious blue liquid here.
Adbrands Weekly Update 24th Sep 2015: Ads of the Week: "Focus". More delicious absurdity in a new spot for Tena Men, in which AMV BBDO once again threatens to top W&K's Old Spice campaigns for sheer unadulterated gagpower. Featuring once again Tena brand spokesperson Stirling Gravitas (what a great name!) Wonderful.
Adbrands Weekly Update 12th Mar 2015: Ads Of The Week: "Keep Control". We love this hilarious spot from AMV BBDO for SCA's Tena Men product, which offers a succession of great gags. If you don't know quite what Tena is, we're not going to spoil the surprise by going into detail. Suffice to say, AMV are likely to generate the sort of viral success with this approach that a more serious-minded ad could never have hoped to achieve. You'll probably even want to click through at the end for a product sample.
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