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Sustainable hygiene – The Ad Store New York

Sustainable hygiene

The launch of Papernet in the American market


The right choice for your business and the environment

Sofidel America is a tissue paper manufacturer for Consumer and Away-from-Home business lines, with a presence in 7 American States. Among Sofidel’s brands in the USA, we launched Papernet, the away-from-home brand for the professional world. Starting from a new positioning, Sustainable hygiene, we developed a relevant key message for the target: choosing Papernet means combining maximum environmental performance with maximum hygienic capacity.


Making everyday life safer and cleaner

We accompanied Papernet in the American market in collaboration with our partner agency, The Ad Store DC. We adapted the brand voice to the American audience, increasing the awareness of Papernet in the local markets and adding a more native look & feel to all images and creative assets. This was done through a careful market research and analysis, which brought to a well designed and in-depth marketing and brand strategy.


An integrated communication plan

The launch campaign was structured over different channels and tools. Our first effort was to develop a teaser campaign in b2b mags, with the aim of anticipating the arrival of the brand in the States. Then we created new literature tools for the sales force and for the company’s general presentation, with a new catalogue and leaflets. Finally, we supported Papernet’s presence and communication as a main sponsor in the biggest North America exhibition of the industry – the ISSA Interclean.