SCA’s Tork Brand Revamps North American Wiping and Cleaning Products to Focus on Task-Based Needs
After Surveying Stakeholders, SCA’s Tork Brand Focuses Product Line and Packaging to Highlight Specific Uses to Better Guide Customers
SCA, the maker of the Tork® brand of away-from-home paper products, announced today it has changed the product names and packaging for its North American wiper line to allow customers and users to more easily select the right product for the intended use.
After conducting global research and talking with end-customers and distributors, SCA is introducing a task-based approach to identify wipers by name across four key usage categories: Wiping, Cleaning, Polishing and Sanitizing.
“We used to name our wipers based on quality level, but we learned that customers are most concerned with the task at hand,” said Tom Bergin, Marketing Director of Healthcare & Industrial for SCA’s AfH Professional Hygiene business in North America. “The new focus on this product line makes it easy to ensure that the distributors and end-customers are getting the right product for their specific use. We felt strongly that this change would benefit our customers and make their selection decisions as simple as possible.”
For example, the Tork Advanced Wiper 450 is now named Tork Heavy-Duty Paper Wiper.
“Our research tells us that 95 percent of distributors prefer task-based product names, and 84 percent of end-customers find the new names easy to understand,” Bergin added.
The new task-based wiping and cleaning products are:
Primary market segments for Tork wipers include foodservice, food processing, education, healthcare and a variety of industrial applications.
For more information, please contact:
Gretchen Toy, Burson-Marsteller
(412) 394-6646 or Gretchen.Toy@bm.com
The Tork brand offers professional hygiene products and services to customers ranging from restaurants and healthcare facilities to offices, schools and industries. Products include dispensers, paper towels, toilet tissue, soap, napkins, and industrial and kitchen wipers. Through expertise in hygiene, functional design and sustainability, Tork has become a market leader. Tork is a global brand of SCA, and a committed partner to customers in over 80 countries. To keep up with the latest Tork news and innovations, please visit: torkusa.com or tork.ca.
In North America, SCA produces the Tork® line of dispensers, towels, tissue, soap, napkins and wipers used in commercial settings such as office buildings, restaurants, schools and healthcare facilities and the TENA® line of incontinence care products used by consumers at home and in healthcare facilities. TENA and Tork are the global leading brands in their categories. For more information visit www.sca.com/us.
Globally, SCA is a leading hygiene and forest products company. We develop and produce sustainable personal care, tissue and forest products. Sales are conducted in about 100 countries under many strong brands, including the leading global brands TENA and Tork, and many regional brands. As Europe’s largest private forest owner, we put great emphasis on sustainable forest management. SCA has about 36,000 employees. Sales in 2012 amounted to $13 billion. SCA was founded in 1929, has its headquarters in Stockholm, Sweden, and is listed on the NASDAQ OMX Stockholm stock exchange. More information at www.sca.com
SCA delivers sustainable solutions with added value for our customers from safe, resource efficient and environmentally sound sourcing, production and development. Recent third party accreditations for the SCA sustainability work include Dow Jones Sustainability Index 2012, the WWF Environmental Paper Company Index 2011, and Ethisphere – World’s most ethical companies 2013.