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shape

a magazine from sca on trends, markets and business Nº 2 2007

cafés Analysts
clean up with an eye
their act on the earth
packaging that camera:
saves lives A room of
how to sell one’s own
taboo products

TALK
IS CHEAP
8 TREND s red efining
ow it
as w e kn
media

Eight shareholders talk SCA * Kids as a trend * Turning waste to energy
epahs


04 Shape up
Which famous tennis star recommends buying
SCA shares? What is the name of the world’s
largest retail chain? Find out in Shape Up.
06 Shape cover
The world reads more print news than ever.

14
But many publishers are in trouble. Shape looks

Contents Nº 2 2007
at the trends changing the media map.
14 Trends
Read how to market tricky products, why kids
have become a trend and about packaging that
can save lives.
20 Profile
Shape meets Susanna Jacobson, a London-based
analyst who keeps track of the intersection where
global warming and business meet.
24 Technology
The new soda recovery boiler can provide an
entire pulp mill with heat and electricity.
26 SCA Inside
What do small stockholders think about SCA?
Shape meets eight who attended the recent annual
meeting. Read more of what’s on the way at SCA.
30 camera
Exclusive or plain. Camera peeks into the most
private of all rooms: the WC.
Shape investigates
megatrends in the 34 shaping a view
Between 2005 and 2010, SCA will lower its water
6
world of media

20 consumption by 15 percent. Daniel Solberg, in
charge of SCA’s Water Network, explains how.

The Future 24 SCA Shape is a magazine from SCA Address SCA,
Communications and Investor Relations, Box 7827,

of newspapers
103 97 Stockholm Telephone +46 8 788 5100
Fax +46 8 678 8130 Publisher Bodil Eriksson
Managing editor Anna Selberg

isn’t bleak, it’s just
Editorial Anna Selberg, SCA and Göran Lind, Kristin
Päeva, Appelberg Design Mats Wester, Appelberg
Printer Sörmlands Grafiska Quebecor AB,

different.
Katrineholm Cover photo Pysse Holmberg
SCA Shape is published in Swedish and English. The con-
tents are printed on GraphoCote 80 gram from SCA
Forest Products. Reproduction only by permission of

30
SCA Corporate Communications. The opinions expressed
herein are those of the authors or persons interviewed
and do not necessarily reflect the views of the editors or
SCA. You can subscribe to SCA Shape or read it as a pdf
at www.sca.com.

[ 2 *2007 ] SHAPE SCA *
epahs


04 Shape up
Which famous tennis star recommends buying
SCA shares? What is the name of the world’s
largest retail chain? Find out in Shape Up.
06 Shape cover
The world reads more print news than ever.

14
But many publishers are in trouble. Shape looks

Contents Nº 2 2007
at the trends changing the media map.
14 Trends
Read how to market tricky products, why kids
have become a trend and about packaging that
can save lives.
20 Profile
Shape meets Susanna Jacobson, a London-based
analyst who keeps track of the intersection where
global warming and business meet.
24 Technology
The new soda recovery boiler can provide an
entire pulp mill with heat and electricity.
26 SCA Inside
What do small stockholders think about SCA?
Shape meets eight who attended the recent annual
meeting. Read more of what’s on the way at SCA.
30 camera
Exclusive or plain. Camera peeks into the most
private of all rooms: the WC.
Shape investigates
megatrends in the 34 shaping a view
Between 2005 and 2010, SCA will lower its water
6
world of media

20 consumption by 15 percent. Daniel Solberg, in
charge of SCA’s Water Network, explains how.

The Future 24 SCA Shape is a magazine from SCA Address SCA,
Communications and Investor Relations, Box 7827,

of newspapers
103 97 Stockholm Telephone +46 8 788 5100
Fax +46 8 678 8130 Publisher Bodil Eriksson
Managing editor Anna Selberg

isn’t bleak, it’s just
Editorial Anna Selberg, SCA and Göran Lind, Kristin
Päeva, Appelberg Design Mats Wester, Appelberg
Printer Sörmlands Grafiska Quebecor AB,

different.
Katrineholm Cover photo Pysse Holmberg
SCA Shape is published in Swedish and English. The con-
tents are printed on GraphoCote 80 gram from SCA
Forest Products. Reproduction only by permission of

30
SCA Corporate Communications. The opinions expressed
herein are those of the authors or persons interviewed
and do not necessarily reflect the views of the editors or
SCA. You can subscribe to SCA Shape or read it as a pdf
at www.sca.com.

[ 2 *2007 ] SHAPE SCA *
shape up

illustration: getty images
Stefan Edberg
likes SCA
■ Former tennis champion
Stefan Edberg not only  
has six Grand Slam titles
under his belt, but he’s
also a passionate investor.
Edberg, who earned 20
million dollars in prize
money during his career,
now spends some 20 hours
a week in front of a stock
screen. In the Swedish eastern europe
monthly magazine for buying locally
investors Aktiespararen he
revealed his savings ■ Only three of the 10 largest retai- 250 million cubic
meters of new forest
strategy of holding a lers in eastern Europe are interna-
percentage of his savings tional, according to a report from
in shares equal to 100 the British research firm Planet  
minus his age (he’s now Retail. Those that have succeeded In Europe, some 65 percent of the annual growth
41). He says SCA is one of in establishing operations in in forests is harvested, which means a surplus of

photo: ibl bildbyrå
his five favorite stocks. markets in eastern Europe are the about 250 million cubic meters a year, according
German company Metro, the French to the United Nations Economic Commission for
firm Auchan and the Turkish retailer Europe. The growth in Europe’s forests offsets the
Migros Türk. Otherwise, the market increase in carbon dioxide emissions. It is estima-
is dominated by domestic chains ted that one cubic meter of forest absorbs about
such as X5 and Magnit in Russia or one ton of carbon dioxide.

India soon the fifth-largest market
Fozzy and Furshet in Ukraine.

If India continues its high rate of growth, the Indian consumer market will go from being the 12th largest in the
world to the fifth largest in 2025, according to a report from the consulting firm McKinsey.
paperboard
The middle class in India is expected to grow from 50 million today to almost 600 million in 2025. At the same on the rise
time, nearly 300 million Indians will be lifted out of poverty. This consumption pattern in India is also influenced Eastern Europeans prefer domestic retailers. However, German Demand for paperboard as a packaging
by urbanization in the country. Today 42 percent of Indians live in metropolitan areas. By 2025, that figure is Metro is successfully established in the east. material continues to grow. In 2006, sales
expected to reach 62 percent. increased 2.4 percent to almost 5 million
tons in western Europe, according to figures
The 10 largest retailers from CEPI, the Confederation of European
Paper Industries. In Germany,  
in the world in 2006 the largest market,
Sales in million USD, percentage of sales abroad sales increased  
Dirty hands 5 percent, Pack-
a killer   1 Wal-Mart, USA 376 430 22% News reports.
Paper and paper-
A lack of hand hygiene   2 Carrefour, France 122 214 53% board thus defend
among employees in
  3 Metro Group, Germany 87 360 55% their position as  
healthcare causes about
the most frequent-
5,000 deaths every year   4 Tesco, Britain 86 827 25% ly used packa-
in Britain, according to
  5 Seven & I (2) Japan 79 101 34% ging material in
a new study from City
Europe. Their
University in London.   6 Ahold, Netherlands 77 546 82% share is estima-
The infections spread
  7 Kroger, USA 69 549 0% ted at roughly 50
by healthcare workers
photo: ibl bildbyrå

PHoto: erich blunck
percent, versus
could have been preven-   8 Sears, USA 64 833 12%
24 percent for
ted by simply washing
  9 Costco, USA 64 737 20% plastic, 18 percent
photo: istockphoto

their hands, according to
for glass and 8
the study. In the US, the 10 Target, USA 62 584 0%
percent for metal
More can buy Barbie. By 2025, 600 million dirty hands of healthcare
source: Planet Retail packaging.
are expected to join India’s middle class. workers infect 5 percent
of patients. 

*SCA SHAPE [ 2 *2007 ] [ 2 *2007 ] SHAPE SCA *
shape up

illustration: getty images
Stefan Edberg
likes SCA
■ Former tennis champion
Stefan Edberg not only  
has six Grand Slam titles
under his belt, but he’s
also a passionate investor.
Edberg, who earned 20
million dollars in prize
money during his career,
now spends some 20 hours
a week in front of a stock
screen. In the Swedish eastern europe
monthly magazine for buying locally
investors Aktiespararen he
revealed his savings ■ Only three of the 10 largest retai- 250 million cubic
meters of new forest
strategy of holding a lers in eastern Europe are interna-
percentage of his savings tional, according to a report from
in shares equal to 100 the British research firm Planet  
minus his age (he’s now Retail. Those that have succeeded In Europe, some 65 percent of the annual growth
41). He says SCA is one of in establishing operations in in forests is harvested, which means a surplus of

photo: ibl bildbyrå
his five favorite stocks. markets in eastern Europe are the about 250 million cubic meters a year, according
German company Metro, the French to the United Nations Economic Commission for
firm Auchan and the Turkish retailer Europe. The growth in Europe’s forests offsets the
Migros Türk. Otherwise, the market increase in carbon dioxide emissions. It is estima-
is dominated by domestic chains ted that one cubic meter of forest absorbs about
such as X5 and Magnit in Russia or one ton of carbon dioxide.

India soon the fifth-largest market
Fozzy and Furshet in Ukraine.

If India continues its high rate of growth, the Indian consumer market will go from being the 12th largest in the
world to the fifth largest in 2025, according to a report from the consulting firm McKinsey.
paperboard
The middle class in India is expected to grow from 50 million today to almost 600 million in 2025. At the same on the rise
time, nearly 300 million Indians will be lifted out of poverty. This consumption pattern in India is also influenced Eastern Europeans prefer domestic retailers. However, German Demand for paperboard as a packaging
by urbanization in the country. Today 42 percent of Indians live in metropolitan areas. By 2025, that figure is Metro is successfully established in the east. material continues to grow. In 2006, sales
expected to reach 62 percent. increased 2.4 percent to almost 5 million
tons in western Europe, according to figures
The 10 largest retailers from CEPI, the Confederation of European
Paper Industries. In Germany,  
in the world in 2006 the largest market,
Sales in million USD, percentage of sales abroad sales increased  
Dirty hands 5 percent, Pack-
a killer   1 Wal-Mart, USA 376 430 22% News reports.
Paper and paper-
A lack of hand hygiene   2 Carrefour, France 122 214 53% board thus defend
among employees in
  3 Metro Group, Germany 87 360 55% their position as  
healthcare causes about
the most frequent-
5,000 deaths every year   4 Tesco, Britain 86 827 25% ly used packa-
in Britain, according to
  5 Seven & I (2) Japan 79 101 34% ging material in
a new study from City
Europe. Their
University in London.   6 Ahold, Netherlands 77 546 82% share is estima-
The infections spread
  7 Kroger, USA 69 549 0% ted at roughly 50
by healthcare workers
photo: ibl bildbyrå

PHoto: erich blunck
percent, versus
could have been preven-   8 Sears, USA 64 833 12%
24 percent for
ted by simply washing
  9 Costco, USA 64 737 20% plastic, 18 percent
photo: istockphoto

their hands, according to
for glass and 8
the study. In the US, the 10 Target, USA 62 584 0%
percent for metal
More can buy Barbie. By 2025, 600 million dirty hands of healthcare
source: Planet Retail packaging.
are expected to join India’s middle class. workers infect 5 percent
of patients. 

*SCA SHAPE [ 2 *2007 ] [ 2 *2007 ] SHAPE SCA *
shape cover

In the midst of the digital media revolution, Aging readers. In the US,

new records for print newspaper readership are 60 percent of adults born in the
1930s read a daily newspaper,

being set worldwide. The future is not bleak, compared to 40 percent for those
born in the 1950s and 20 percent

it’s just different, says Sverre Munck, executive
for those born in the 1970s.

vice president of international operations for the

Freedom
Norwegian media group Schibsted.

ofatexpression
by Mattias Andersson photo GETTY IMAGES

no charge

w e find the evidence
overwhelming: This
is change on the grand
scale, driven by a fun-
damentaltransforma-
tion in the connection between humans
and information. “The social impact is
likely to rival the advent of movable type
and mass literacy,” was the finding of
the report “Newspaper Next” from the
The average American adult spends
seven and a half hours of each waking
day on some form of media consump-
tion; other Westerners show a similar
tendency.

In rapidly growing economies
like China and India, hundreds of thou-
sands of news-hungry consumers are
added each week.
American Press Institute. It continues in Still, there are such hard winds blow-
a blend of nostalgia, self-criticism and a ing across the newspaper seas that many
doomsday atmosphere: of the older battleships are set to found-
“Less than a lifetime ago, the news- er. Heavyweights like The Los Angeles
paper was the state-of-the-art pipeline, Times and the French daily Libération
the only comprehensive information are tottering on the brink of bankrupt-
feed to tide people over from yesterday cy. At The New York Times – known
to tomorrow. There was no substitute. in the industry as the Gray Lady – the
The near monopoly ended decades ago, fourth generation of owners, the Ochs-
but a sense of indispensability still col- Sulzberger family, are contending with
ors the industry’s consciousness.” dissatisfied investors demanding a bet-
Taking a quick look, everything ter yield on their money.
should be fine and dandy in the media Newspaper mogul Rupert Murdoch


market. The economy is at full speed
in most countries, and readership has
and his News Corp empire have sub-
mitted a bid for the institutions Dow
The average American adult spends seven and a half
never been greater. Never before has an Jones and The Wall Street Journal. The hours of each waking day on some form of media consumption;
industry had so many people in such a
strong grip for such a large part of their
bid was described as friendly, but Mur-
doch’s comments in an interview – that
other Westerners show a similar tendency.”
waking hours. he is “frustrated by the long stories” and

[ 2 *2007 ] SHAPE SCA *
shape cover

In the midst of the digital media revolution, Aging readers. In the US,

new records for print newspaper readership are 60 percent of adults born in the
1930s read a daily newspaper,

being set worldwide. The future is not bleak, compared to 40 percent for those
born in the 1950s and 20 percent

it’s just different, says Sverre Munck, executive
for those born in the 1970s.

vice president of international operations for the

Freedom
Norwegian media group Schibsted.

ofatexpression
by Mattias Andersson photo GETTY IMAGES

no charge

w e find the evidence
overwhelming: This
is change on the grand
scale, driven by a fun-
damentaltransforma-
tion in the connection between humans
and information. “The social impact is
likely to rival the advent of movable type
and mass literacy,” was the finding of
the report “Newspaper Next” from the
The average American adult spends
seven and a half hours of each waking
day on some form of media consump-
tion; other Westerners show a similar
tendency.

In rapidly growing economies
like China and India, hundreds of thou-
sands of news-hungry consumers are
added each week.
American Press Institute. It continues in Still, there are such hard winds blow-
a blend of nostalgia, self-criticism and a ing across the newspaper seas that many
doomsday atmosphere: of the older battleships are set to found-
“Less than a lifetime ago, the news- er. Heavyweights like The Los Angeles
paper was the state-of-the-art pipeline, Times and the French daily Libération
the only comprehensive information are tottering on the brink of bankrupt-
feed to tide people over from yesterday cy. At The New York Times – known
to tomorrow. There was no substitute. in the industry as the Gray Lady – the
The near monopoly ended decades ago, fourth generation of owners, the Ochs-
but a sense of indispensability still col- Sulzberger family, are contending with
ors the industry’s consciousness.” dissatisfied investors demanding a bet-
Taking a quick look, everything ter yield on their money.
should be fine and dandy in the media Newspaper mogul Rupert Murdoch


market. The economy is at full speed
in most countries, and readership has
and his News Corp empire have sub-
mitted a bid for the institutions Dow
The average American adult spends seven and a half
never been greater. Never before has an Jones and The Wall Street Journal. The hours of each waking day on some form of media consumption;
industry had so many people in such a
strong grip for such a large part of their
bid was described as friendly, but Mur-
doch’s comments in an interview – that
other Westerners show a similar tendency.”
waking hours. he is “frustrated by the long stories” and

[ 2 *2007 ] SHAPE SCA *
shape cover
Most trends today are
headed towards digital. But
a strong trend in the printed
that he rarely reads an article in WSJ all but its successful expansion and invest- media is free newspapers,
which are growing rapidly,
the way to the end – have caused con- ment in digital media over the last ten says Sverre Munck, executive
cern about the future. years have turned this Norwegian com- vice president for interna-
Considering they’re in an industry pany into a role model, its headquarters tional operations for the
Norwegian media group
focused on news, newspaper companies becoming a place of pilgrimage for del- Schibsted.
have been surprisingly reluctant to em- egations from crisis-stricken newspaper
brace changes in their own operations. companies from far and wide.
“We’re not better than others at pre-
In a world characterized by tech- dicting the future, but we’ve been quick-
nological development, cross-border est to adapt to changes,” says Munck.
business deals and an aggressive drive to In its Norwegian home market, the
improve productivity, the major news- media company owns the two largest
papers have been remarkable strong- newspapers, Verdens Gang and Af-
holds of conservatism when it comes to
their own core activity – the method of
tenposten, as well as a large number
of local papers. In Sweden, the com-
We’re not better than others at
packaging and distributing information. pany is part-owner of two of the most predicting the future, but we’ve been quickest
Many of the newspapers that are now
facing a crash diet developed their bad
noted turnarounds in the national mar-
ket – the tabloid Aftonbladet and the to adapt to changes.”
habits in the shelter of cozy monopo- morning paper Svenska Dagbladet.
lies. Even before computer technol- Both were the number-two papers in
ogy opened the digital floodgates, many their markets, suffered from chronic digital advertising websites finn.no and revenues, while in most other countries
were already struggling with escalating problems with profitability and had a blocket.se are increasingly important the figure is considerably lower.
costs, cumbersome organizations and a deeply engrained aversion to any kind cash cows for Schibsted. Once again, Munck sees opportuni-
lack of self-awareness. of change. The turnaround began first “I see the decision to hive off finn.no ties in what most people see as a threat.
“Traditional paid newspapers have at Aftonbladet, and the newspaper is from Aftenposten and allow it to com- “I believe there will be a second wave
had a long decline, and the trend is con- now the largest in Sweden, particularly pete as a separate operation is one of the of growth after the next economic
tinuing, but personally I don’t see the online. Svenska Dagbladet has lifted most important strategic decisions in downturn. By then, many of the estab-
future as bleak,” says Sverre Munck, ex- itself out of what was considered to be Schibsted’s history. In order to succeed, lished newspapers will also have been
ecutive vice president for international a permanent crisis and today is a profit- you need owners that are willing to pay knocked out,” he notes.
operations for the Norwegian media able newspaper with a successful online the price of cannibalizing between dif- He is more optimistic about the de-
group Schibsted, adding: business news venture. ferent divisions at the start,” Munck velopment in printed media globally.
“Most trends today are headed to- Even though newspapers with high notes. “Globally, I strongly believe in growth
wards digital. But a strong trend in the profiles are attracting the most attention, with Indian and China. They’ll go off-
printed media is free newspapers, which it’s in a less glamorous area of tradition- After its success with the free line at the same time as going online. It’s
are growing rapidly. In Spain, for in- al newspaper operations that Schibsted newspaper 20 minutes in France and incredibly inspiring to see how newspa-
stance, half the newspaper circulation celebrated its greatest triumph. With Britain, Schibsted is eying other coun- pers develop there,” Munck says.
today is free newspapers.” the digital revolution, traditional classi- tries in Europe.
The Schibsted media group started fied ads have moved online, lost forever “We have experience with free news- In the rapidly growing econo-
as a printing house in Norway in 1839, as a steady source of income. Today, the papers and digital development. There, mies, there are new target groups that
we’re farther along than many others. are hungry for information and now
We’ll be investing considerably more also have money to get it. The situation
global advance outside Norway and Sweden in the next is the reverse in established markets.
in the newspaper few years, with the exception of Britain “When 20 minutes was launched in
industry and the US, where they’re already much Spain, the newspaper El País increased
farther ahead and we don’t have the its number of pages. That was a mis-
 1 .4 billion read paid newspapers same advantages,” Munck says. take. In France, Le Monde published
One of the decisive factors is whether a supplement once a week which was a


every day.
 In five years, the number of newspaper revenues from online adver- summary of The New York Times and
newspaper readers in the world tising can compensate for the future loss was a fantastic product. But that wasn’t
has increased 9.95 percent.
of ads in the printed newspaper. Cer- the answer to the challenge from free
 The number of free newspapers
increased from 12 million a day
tainly, local ads are growing rapidly, but newspapers. Readers don’t want more
in 2001 to 28 million in 2005. in the Nordic countries, they still only content in their papers,” says Munck.
(source: World Association of Newspapers) represent about 10 percent of total ad If the Norwegian experience high- 

*SCA SHAPE [ 2 *2007 ] [ 2 *2007 ] SHAPE SCA *
shape cover
Most trends today are
headed towards digital. But
a strong trend in the printed
that he rarely reads an article in WSJ all but its successful expansion and invest- media is free newspapers,
which are growing rapidly,
the way to the end – have caused con- ment in digital media over the last ten says Sverre Munck, executive
cern about the future. years have turned this Norwegian com- vice president for interna-
Considering they’re in an industry pany into a role model, its headquarters tional operations for the
Norwegian media group
focused on news, newspaper companies becoming a place of pilgrimage for del- Schibsted.
have been surprisingly reluctant to em- egations from crisis-stricken newspaper
brace changes in their own operations. companies from far and wide.
“We’re not better than others at pre-
In a world characterized by tech- dicting the future, but we’ve been quick-
nological development, cross-border est to adapt to changes,” says Munck.
business deals and an aggressive drive to In its Norwegian home market, the
improve productivity, the major news- media company owns the two largest
papers have been remarkable strong- newspapers, Verdens Gang and Af-
holds of conservatism when it comes to
their own core activity – the method of
tenposten, as well as a large number
of local papers. In Sweden, the com-
We’re not better than others at
packaging and distributing information. pany is part-owner of two of the most predicting the future, but we’ve been quickest
Many of the newspapers that are now
facing a crash diet developed their bad
noted turnarounds in the national mar-
ket – the tabloid Aftonbladet and the to adapt to changes.”
habits in the shelter of cozy monopo- morning paper Svenska Dagbladet.
lies. Even before computer technol- Both were the number-two papers in
ogy opened the digital floodgates, many their markets, suffered from chronic digital advertising websites finn.no and revenues, while in most other countries
were already struggling with escalating problems with profitability and had a blocket.se are increasingly important the figure is considerably lower.
costs, cumbersome organizations and a deeply engrained aversion to any kind cash cows for Schibsted. Once again, Munck sees opportuni-
lack of self-awareness. of change. The turnaround began first “I see the decision to hive off finn.no ties in what most people see as a threat.
“Traditional paid newspapers have at Aftonbladet, and the newspaper is from Aftenposten and allow it to com- “I believe there will be a second wave
had a long decline, and the trend is con- now the largest in Sweden, particularly pete as a separate operation is one of the of growth after the next economic
tinuing, but personally I don’t see the online. Svenska Dagbladet has lifted most important strategic decisions in downturn. By then, many of the estab-
future as bleak,” says Sverre Munck, ex- itself out of what was considered to be Schibsted’s history. In order to succeed, lished newspapers will also have been
ecutive vice president for international a permanent crisis and today is a profit- you need owners that are willing to pay knocked out,” he notes.
operations for the Norwegian media able newspaper with a successful online the price of cannibalizing between dif- He is more optimistic about the de-
group Schibsted, adding: business news venture. ferent divisions at the start,” Munck velopment in printed media globally.
“Most trends today are headed to- Even though newspapers with high notes. “Globally, I strongly believe in growth
wards digital. But a strong trend in the profiles are attracting the most attention, with Indian and China. They’ll go off-
printed media is free newspapers, which it’s in a less glamorous area of tradition- After its success with the free line at the same time as going online. It’s
are growing rapidly. In Spain, for in- al newspaper operations that Schibsted newspaper 20 minutes in France and incredibly inspiring to see how newspa-
stance, half the newspaper circulation celebrated its greatest triumph. With Britain, Schibsted is eying other coun- pers develop there,” Munck says.
today is free newspapers.” the digital revolution, traditional classi- tries in Europe.
The Schibsted media group started fied ads have moved online, lost forever “We have experience with free news- In the rapidly growing econo-
as a printing house in Norway in 1839, as a steady source of income. Today, the papers and digital development. There, mies, there are new target groups that
we’re farther along than many others. are hungry for information and now
We’ll be investing considerably more also have money to get it. The situation
global advance outside Norway and Sweden in the next is the reverse in established markets.
in the newspaper few years, with the exception of Britain “When 20 minutes was launched in
industry and the US, where they’re already much Spain, the newspaper El País increased
farther ahead and we don’t have the its number of pages. That was a mis-
 1 .4 billion read paid newspapers same advantages,” Munck says. take. In France, Le Monde published
One of the decisive factors is whether a supplement once a week which was a


every day.
 In five years, the number of newspaper revenues from online adver- summary of The New York Times and
newspaper readers in the world tising can compensate for the future loss was a fantastic product. But that wasn’t
has increased 9.95 percent.
of ads in the printed newspaper. Cer- the answer to the challenge from free
 The number of free newspapers
increased from 12 million a day
tainly, local ads are growing rapidly, but newspapers. Readers don’t want more
in 2001 to 28 million in 2005. in the Nordic countries, they still only content in their papers,” says Munck.
(source: World Association of Newspapers) represent about 10 percent of total ad If the Norwegian experience high- 

*SCA SHAPE [ 2 *2007 ] [ 2 *2007 ] SHAPE SCA *
shape cover


DM boosts demand for newsprint
■ Structural changes in the media generally faster than American years and is now consuming enor-

Online operations are king
industry have meant increased de- papers in making the switch, and mous amounts of newsprint,” says
mand for newsprint for direct mail. this is evident in the trend towards Rolf Johannesson.

and have to be made the central part of all And the outlook is good for dra-
matic growth in sales of newsprint
stronger demand for newsprint in
Europe.
He is convinced that consump-
tion of newsprint, while remaining

news company operations.” in developing countries, according
to Rolf Johannesson, marketing
“The Internet is now the fastest-
growing advertising medium. How-
at a stable level in Europe, will
increase heavily in developing
manager, SCA Graphic Sundsvall. ever, we see that Internet advertis- countries.
The Internet has sparked a ing needs the support of print ads “The producers that have in-
veritable revolution in the daily- in daily papers or via DM in order vested in modern, efficient paper
lights the need for new business models needed online, along with texts that,
newspaper industry. The papers to grab consumers’ attention and production facilities will be the
in established companies, the models like exciting TV series, captivate read- that have been quickest to adapt get them to go to the web to find ones that are best equipped to
mean new working methods for edito- ers and persuade them, every twenty to the new media also seem to out more or make their purchases. meet the structural transformation
rial boards. lines, to continue on to the next page. be the ones that are doing best. The volume of direct mail has that we are now under-going.”
Deliver what readers
“Online operations are king and have One major challenge is to find new want, rather than what
European newspapers have been increased dramatically in recent
to be made the central part of all news business models and revenues. Despite journalists want to write,
company operations,” the American strong growth, online advertising ac- recommends the
American media guru
media guru Mario Garcia insists. counts for only a fraction of newspaper Mario Garcia.
revenues.
Garcia is the architect behind
the design of a number of well-known
newspapers like The Wall Street Jour-
Traditional newspapers also
have faithful readers, like Timothy 8 hot trends in the 2. Locals and spe-
cialists selling
nal and recently received an award for
his new design for the French paper La
Balding at the industry organization
World Association of Newspapers. He media industry well
■ It’s easier and cheaper today to
Tribune. His good news for the newspa- notes that the association’s own figures produce newspapers. This has led
per industry is that the basis of operations indicate global growth and a marginal to a veritable explosion in the mag-
– choosing and packaging news – pro- increase in Europe as well: azine industry with more specialist
vides them with favorable conditions for “The growing number of publica- publications. The same mechanism
defending and extending their position tions in the world has gone unnoticed is at work in the news business – the
hunt for unique and clearly defined
in a world awash with information. by many pundits who are obsessed with
target groups – which has given rise
Alongside search engines like Yahoo the digital media revolution. Despite the to”On-line
more localverksamheten
newspapersär kung och
focused
and Google and e-trade websites like sharp focus on digital trends, printed måste
on smaller, clearly defined geo- i alla
sättas som den centrala delen
eBay, media companies are defending newspapers have been responsible for nyhetsorganisationers verksamhet”,w
graphic areas. Many local newspa-
their leading positions online. a number of new innovations,” he says pers are already used to working
In order to grow and to defend these and points to printed free newspapers as with limited resources and with
employees who can write, take
positions, companies have to sharpen an example.

1
photographs and edit their own
their tools and remember to deliver what “I don’t think we’ll see fewer printed web pages. The traditional national
readers want, rather than what journal- media overall, but in the established me- media have the greatest problem,
ists want to write. dia companies, the printed paper will as they target everybody and thus
“Readers have become more selec- no longer have the same central posi- risk reaching no one.
tive and are demanding more from their tion,” says Garcia, adding that the ru-
editors. But readers are still demanding mors of the death of the newspaper are
3. readers taking
good journalism,” Garcia notes. premature. power from jour-
Journalists that have recently adjust- “When the art of book printing made From monopolY to limitless cyberspace nalists
ed their texts from broadsheet to the nar- its breakthrough, the Church worried ■ It wasn’t long ago that newspaper moguls were sitting comfortably on their ■ What journalists write about
rower tabloid format now have to learn that it would empty the pews of wor-


thrones of printing presses and distribution channels. TV and radio stations is often not the same thing their
the rules of the online game. And that shippers. A few hundred years later, were often state monopolies or licensors that ran operations in networks with audience wants to read about.
doesn’t mean primarily writing shorter newspapers in the 18th century were extremely limited bandwidth. Readers want more local material,
With satellite and now digital technology, a lack of space has been transfor- practical advice about their pri-
texts. In fact, online readers often read supposed to mean the end of the book. med into a surplus with relatively low entry thresholds for new players. The vate finances and purchases, and
longer texts, according to Garcia’s sur- None of this happened, and I don’t advertising pie has grown, but the number of players fighting for a slice of the entertainment – especially about
veys of the American market. However, think newspapers will die out; they’ll action has increased many times over. royals, if you please. Even editors
catchier headlines and strong leads are just change.” ▲ outside one-party states have had

10*SCA SHAPE [ 2 *2007
2006]] [ 2 *2007 ] SHAPE SCA *11
shape cover


DM boosts demand for newsprint
■ Structural changes in the media generally faster than American years and is now consuming enor-

Online operations are king
industry have meant increased de- papers in making the switch, and mous amounts of newsprint,” says
mand for newsprint for direct mail. this is evident in the trend towards Rolf Johannesson.

and have to be made the central part of all And the outlook is good for dra-
matic growth in sales of newsprint
stronger demand for newsprint in
Europe.
He is convinced that consump-
tion of newsprint, while remaining

news company operations.” in developing countries, according
to Rolf Johannesson, marketing
“The Internet is now the fastest-
growing advertising medium. How-
at a stable level in Europe, will
increase heavily in developing
manager, SCA Graphic Sundsvall. ever, we see that Internet advertis- countries.
The Internet has sparked a ing needs the support of print ads “The producers that have in-
veritable revolution in the daily- in daily papers or via DM in order vested in modern, efficient paper
lights the need for new business models needed online, along with texts that,
newspaper industry. The papers to grab consumers’ attention and production facilities will be the
in established companies, the models like exciting TV series, captivate read- that have been quickest to adapt get them to go to the web to find ones that are best equipped to
mean new working methods for edito- ers and persuade them, every twenty to the new media also seem to out more or make their purchases. meet the structural transformation
rial boards. lines, to continue on to the next page. be the ones that are doing best. The volume of direct mail has that we are now under-going.”
Deliver what readers
“Online operations are king and have One major challenge is to find new want, rather than what
European newspapers have been increased dramatically in recent
to be made the central part of all news business models and revenues. Despite journalists want to write,
company operations,” the American strong growth, online advertising ac- recommends the
American media guru
media guru Mario Garcia insists. counts for only a fraction of newspaper Mario Garcia.
revenues.
Garcia is the architect behind
the design of a number of well-known
newspapers like The Wall Street Jour-
Traditional newspapers also
have faithful readers, like Timothy 8 hot trends in the 2. Locals and spe-
cialists selling
nal and recently received an award for
his new design for the French paper La
Balding at the industry organization
World Association of Newspapers. He media industry well
■ It’s easier and cheaper today to
Tribune. His good news for the newspa- notes that the association’s own figures produce newspapers. This has led
per industry is that the basis of operations indicate global growth and a marginal to a veritable explosion in the mag-
– choosing and packaging news – pro- increase in Europe as well: azine industry with more specialist
vides them with favorable conditions for “The growing number of publica- publications. The same mechanism
defending and extending their position tions in the world has gone unnoticed is at work in the news business – the
hunt for unique and clearly defined
in a world awash with information. by many pundits who are obsessed with
target groups – which has given rise
Alongside search engines like Yahoo the digital media revolution. Despite the to”On-line
more localverksamheten
newspapersär kung och
focused
and Google and e-trade websites like sharp focus on digital trends, printed måste
on smaller, clearly defined geo- i alla
sättas som den centrala delen
eBay, media companies are defending newspapers have been responsible for nyhetsorganisationers verksamhet”,w
graphic areas. Many local newspa-
their leading positions online. a number of new innovations,” he says pers are already used to working
In order to grow and to defend these and points to printed free newspapers as with limited resources and with
employees who can write, take
positions, companies have to sharpen an example.

1
photographs and edit their own
their tools and remember to deliver what “I don’t think we’ll see fewer printed web pages. The traditional national
readers want, rather than what journal- media overall, but in the established me- media have the greatest problem,
ists want to write. dia companies, the printed paper will as they target everybody and thus
“Readers have become more selec- no longer have the same central posi- risk reaching no one.
tive and are demanding more from their tion,” says Garcia, adding that the ru-
editors. But readers are still demanding mors of the death of the newspaper are
3. readers taking
good journalism,” Garcia notes. premature. power from jour-
Journalists that have recently adjust- “When the art of book printing made From monopolY to limitless cyberspace nalists
ed their texts from broadsheet to the nar- its breakthrough, the Church worried ■ It wasn’t long ago that newspaper moguls were sitting comfortably on their ■ What journalists write about
rower tabloid format now have to learn that it would empty the pews of wor-


thrones of printing presses and distribution channels. TV and radio stations is often not the same thing their
the rules of the online game. And that shippers. A few hundred years later, were often state monopolies or licensors that ran operations in networks with audience wants to read about.
doesn’t mean primarily writing shorter newspapers in the 18th century were extremely limited bandwidth. Readers want more local material,
With satellite and now digital technology, a lack of space has been transfor- practical advice about their pri-
texts. In fact, online readers often read supposed to mean the end of the book. med into a surplus with relatively low entry thresholds for new players. The vate finances and purchases, and
longer texts, according to Garcia’s sur- None of this happened, and I don’t advertising pie has grown, but the number of players fighting for a slice of the entertainment – especially about
veys of the American market. However, think newspapers will die out; they’ll action has increased many times over. royals, if you please. Even editors
catchier headlines and strong leads are just change.” ▲ outside one-party states have had

10*SCA SHAPE [ 2 *2007
2006]] [ 2 *2007 ] SHAPE SCA *11
shape cover

a tendency to instruct readers and, 5. free for all
somewhat rightly, have claimed that
journalism is different from producing
hot dogs or sneakers. Journalists have
■ Free newspapers abound in subway stations and other local-transit junc-
tions in urban areas. The number of free newspapers has increased from
The Internet today
often preferred to report on foreign
countries than compare telecom
12 million a day in 2001 to 28 million in 2005. At the same time, an ever-
declining share of people who read paid newspapers pay full price. Today,
is swarming with
rates. most newspapers – purely as an instinct of self-preservation – also give their
material away for free online. Exceptions to date have been heavy hitters with
ghost bloggers and
empty discussion
In the news arena, these different
views weren’t a problem – in any case unique material aimed at a clear, well-to-do target group like The Financial
Times and The Economist. Free news is being set as the norm.
not on editorial boards – as long as
readers in reality had no other alter- forums abandoned by their
natives. Today the power of balance
has tipped in the readers’ favor, and webmasters. The blog trend,
even highbrow newspapers have been
forced to adapt to readers’ demands. as measured in the number of
There is ongoing debate in a number
of fields on topics like the erosion of
blogs, is thus predicted to pla-
foreign news reporting, which has suf-
fered the greatest cuts.
teau this year and then decline
At the same time, using the Internet,
the public can now follow the French
over the next few years.”

6 8
elections in Le Monde, American
politics in The Washington Post and
Indian business developments via a
number of lively Indian newspapers
on location. Research results, reports
and information about the stock mar-
ket and other matters are freely avai-
lable online to people who were once
reduced to following some stressed
foreign correspondent at the national the invasion of citizen journalists blogs on the decline
paper in their own distribution area. ■ Citizen newspapers or citizen jour- strengths among the population. ■ With blogs – and their filmed status to all the gossip circulating on
nalism, as with blogging, was given They’re well-educated and eager to counterpart, vlogs – people other editorial boards and the corridors
4. the hunt for the its start by digital technology. No ex- change the system.” than writers, career politicians and of politics. PR consultants, lobby-
various celebrities have also had ists and marketers use blogs today
exlusive reader pensive printing presses are needed
on the Internet, and journalists have
Ohmy News has been an inspira-
tion to friends of citizen journalism an opportunity to keep a diary in in the same way that people once
■ Quick reactions have become even a direct channel to an audience of the world over. However, elsewhere, public. The wide reaches of the used letters to the editor in order
quicker now that adaptive creature billions. The dazzling success story the appearance of amateurs has blogosphere provide a habitat for to stimulate popular opinion and
known as man has polished his sorting in this genre is Ohmy News, a South created more problems that it has a dizzying array of flora: everyone promote their personal agendas for
skills to avoid drowning in a flood of Korean online newspaper with addressed. The Metro newspaper 7. daily newspapers from professional opinion-makers paying clients.
– politicians, editorial writers and Established players who are wor-
information. The scanner is the new 700,000 daily visitors. What makes in Sweden made a big deal out of are not selling news others who have found yet another ried about the future have staked
kind of reader who quickly sifts out the newspaper unique is that it is hiring a group of enthusiasts as local
what is unimportant or already known written by amateurs who receive no correspondents in Stockholm. But it ■ In a connected world, it’s difficult to channel to express their paid views a claim in their own blog territory
and rarely reads an article from begin- pay for their work. turned out to take so much energy to be the first one out with the news on – to individuals conveying private with the help of money. One of these
ning to end. The time that an average The newspaper started as a politi- administer these untrained enthusi- paper. A survey of Wall Street Journal reflections largely of interest to is the newspaper mogul Murdoch
newspaper reader takes to study cal project. Its founder, journalist Oh asts that the project was quickly put readers showed that they already knew their friends and family. (News Corporation), who acquired
the front page of the morning paper Yeon Ho, wanted to balance what he on the back burner. 60 percent of the most important news So far, the blog’s main contribu- the popular blogging network
has shrunk from 25 to 10 seconds. considered to be politically conser- Still, citizens have made their entry of the day when they picked up the tion to the media world has been MySpace.
Research also shows that scanners vative media in his home country. in the media in other ways as well. paper. Anyone who understands exactly as an experimental workshop for Like established information
are found to a considerably greater Despite its not-for-profit platform, For major news events, it is increa- where in the information cycle pure budding media careers and writ- providers, bloggers have discovered
extent among young readers. Ohmy News has operated in the singly common to have pictures ta- news, background and follow-up stories ing projects as well as an important that unique information is required
black since 2003 and has started a ken by amateurs equipped with the should be placed can be the reader’s source of information for traditional to maintain an audience, and that
branch in the US. Nor have its citizen usual camera cell phones and video best friend. Now, after a sluggish start, media in a number of political scan- requires time and effort.
writers come away empty-handed. cameras. many newspapers have begun to invest dals. These include the departure of The Internet today is swarming with
Readers can easily donate money Citizen journalism has also come in earnest in their online news, which the American television personality ghost bloggers and empty discussion
using their cell phone or credit card under criticism for promoting the has employed a growing number of Dan Rather from his job at CBS after forums abandoned by their webmas-
It takes the journalists. In particular, newspapers a political blog revealed errors in ters. The blog trend, as measured in
for the articles they like best. The spread of rumors and errors. After
average newspa- with a leading position in national investigative reporting about Presi- the number of blogs, is thus pre-
record to date is said to be 30,000 Hurricane Katrina, bloggers and
per reader ten
dollars. amateur reporters were assigned a markets have been able to compete in dent Bush. dicted to plateau this year and then
seconds to study
According to founder Oh, the rea- large share of the blame for exagge- the news race with TV and radio with Blogs have also given semi-official decline over the next few years.
the front page
of the morning son for the newspaper’s success is rated stories of violence and assaults continually updated news online.
paper. that “in South Korea, we have useful in the wake of the storm.

12*SCA SHAPE [ 2 *2007 ] [ 2 *2007 ] SHAPE SCA *13
shape cover

a tendency to instruct readers and, 5. free for all
somewhat rightly, have claimed that
journalism is different from producing
hot dogs or sneakers. Journalists have
■ Free newspapers abound in subway stations and other local-transit junc-
tions in urban areas. The number of free newspapers has increased from
The Internet today
often preferred to report on foreign
countries than compare telecom
12 million a day in 2001 to 28 million in 2005. At the same time, an ever-
declining share of people who read paid newspapers pay full price. Today,
is swarming with
rates. most newspapers – purely as an instinct of self-preservation – also give their
material away for free online. Exceptions to date have been heavy hitters with
ghost bloggers and
empty discussion
In the news arena, these different
views weren’t a problem – in any case unique material aimed at a clear, well-to-do target group like The Financial
Times and The Economist. Free news is being set as the norm.
not on editorial boards – as long as
readers in reality had no other alter- forums abandoned by their
natives. Today the power of balance
has tipped in the readers’ favor, and webmasters. The blog trend,
even highbrow newspapers have been
forced to adapt to readers’ demands. as measured in the number of
There is ongoing debate in a number
of fields on topics like the erosion of
blogs, is thus predicted to pla-
foreign news reporting, which has suf-
fered the greatest cuts.
teau this year and then decline
At the same time, using the Internet,
the public can now follow the French
over the next few years.”

6 8
elections in Le Monde, American
politics in The Washington Post and
Indian business developments via a
number of lively Indian newspapers
on location. Research results, reports
and information about the stock mar-
ket and other matters are freely avai-
lable online to people who were once
reduced to following some stressed
foreign correspondent at the national the invasion of citizen journalists blogs on the decline
paper in their own distribution area. ■ Citizen newspapers or citizen jour- strengths among the population. ■ With blogs – and their filmed status to all the gossip circulating on
nalism, as with blogging, was given They’re well-educated and eager to counterpart, vlogs – people other editorial boards and the corridors
4. the hunt for the its start by digital technology. No ex- change the system.” than writers, career politicians and of politics. PR consultants, lobby-
various celebrities have also had ists and marketers use blogs today
exlusive reader pensive printing presses are needed
on the Internet, and journalists have
Ohmy News has been an inspira-
tion to friends of citizen journalism an opportunity to keep a diary in in the same way that people once
■ Quick reactions have become even a direct channel to an audience of the world over. However, elsewhere, public. The wide reaches of the used letters to the editor in order
quicker now that adaptive creature billions. The dazzling success story the appearance of amateurs has blogosphere provide a habitat for to stimulate popular opinion and
known as man has polished his sorting in this genre is Ohmy News, a South created more problems that it has a dizzying array of flora: everyone promote their personal agendas for
skills to avoid drowning in a flood of Korean online newspaper with addressed. The Metro newspaper 7. daily newspapers from professional opinion-makers paying clients.
– politicians, editorial writers and Established players who are wor-
information. The scanner is the new 700,000 daily visitors. What makes in Sweden made a big deal out of are not selling news others who have found yet another ried about the future have staked
kind of reader who quickly sifts out the newspaper unique is that it is hiring a group of enthusiasts as local
what is unimportant or already known written by amateurs who receive no correspondents in Stockholm. But it ■ In a connected world, it’s difficult to channel to express their paid views a claim in their own blog territory
and rarely reads an article from begin- pay for their work. turned out to take so much energy to be the first one out with the news on – to individuals conveying private with the help of money. One of these
ning to end. The time that an average The newspaper started as a politi- administer these untrained enthusi- paper. A survey of Wall Street Journal reflections largely of interest to is the newspaper mogul Murdoch
newspaper reader takes to study cal project. Its founder, journalist Oh asts that the project was quickly put readers showed that they already knew their friends and family. (News Corporation), who acquired
the front page of the morning paper Yeon Ho, wanted to balance what he on the back burner. 60 percent of the most important news So far, the blog’s main contribu- the popular blogging network
has shrunk from 25 to 10 seconds. considered to be politically conser- Still, citizens have made their entry of the day when they picked up the tion to the media world has been MySpace.
Research also shows that scanners vative media in his home country. in the media in other ways as well. paper. Anyone who understands exactly as an experimental workshop for Like established information
are found to a considerably greater Despite its not-for-profit platform, For major news events, it is increa- where in the information cycle pure budding media careers and writ- providers, bloggers have discovered
extent among young readers. Ohmy News has operated in the singly common to have pictures ta- news, background and follow-up stories ing projects as well as an important that unique information is required
black since 2003 and has started a ken by amateurs equipped with the should be placed can be the reader’s source of information for traditional to maintain an audience, and that
branch in the US. Nor have its citizen usual camera cell phones and video best friend. Now, after a sluggish start, media in a number of political scan- requires time and effort.
writers come away empty-handed. cameras. many newspapers have begun to invest dals. These include the departure of The Internet today is swarming with
Readers can easily donate money Citizen journalism has also come in earnest in their online news, which the American television personality ghost bloggers and empty discussion
using their cell phone or credit card under criticism for promoting the has employed a growing number of Dan Rather from his job at CBS after forums abandoned by their webmas-
It takes the journalists. In particular, newspapers a political blog revealed errors in ters. The blog trend, as measured in
for the articles they like best. The spread of rumors and errors. After
average newspa- with a leading position in national investigative reporting about Presi- the number of blogs, is thus pre-
record to date is said to be 30,000 Hurricane Katrina, bloggers and
per reader ten
dollars. amateur reporters were assigned a markets have been able to compete in dent Bush. dicted to plateau this year and then
seconds to study
According to founder Oh, the rea- large share of the blame for exagge- the news race with TV and radio with Blogs have also given semi-official decline over the next few years.
the front page
of the morning son for the newspaper’s success is rated stories of violence and assaults continually updated news online.
paper. that “in South Korea, we have useful in the wake of the storm.

12*SCA SHAPE [ 2 *2007 ] [ 2 *2007 ] SHAPE SCA *13
trend

Before, design and designer

Booming
brands were something
incredibly expensive that
only a few people bought.”
distribution chain,” she says. “We sign ous year. Bugaboo forecasts growth of 25
agreements with all our suppliers and percent for 2007.
choose products that we stand by.” Even though both the large chains and
Among the baby carriages that the small stores are increasing their sales, the
store carries are two relatively new brands market is far from saturated. Well-known
PHOTO: istockphoto

that have become increasingly common brands like Burberry, Kenzo, Adidas and
on the sidewalks of Europe: Urban Jungle Nike are updating their collections each
and Bugaboo. season. There are also new “smart gad-

CHILDREN’S MARKET The first Bugaboo baby carriage was
introduced in the Netherlands in
1999, and now they are sold
gets” continually turning up in the mar-
ket, especially for technologically minded
parents. How about a mobile bottle
in 32 countries. Sales to- warmer with a 12-volt plug for your car,
taled 55 milion euros or a baby video monitor for people who
Fewer and fewer children are being born in Europe, Some niche companies are also invest- in 2006, up 28 per- want not only to hear but also to see their
ing in expansion. Simpleworld is a chil- cent from the previ- sleeping baby from another room?
yet the range of products for little ones is bigger than dren’s store in downtown Stockholm that
ever. Trend-conscious parents are spending large opened its doors in 2003. Now its own- Susanna Lidström
ers are challenging other entrepreneurs
sums of money on baby carriages and other items that to spread the company’s concept in other
Today’s parents want
meet their exacting demands for form and function. directions via franchising.
“The business concept was born at the
to live an active life,
and for that they need
end of the 1990s when I had three children technically advanced
baby carriages.
within three years,” says Nina Hahn, presi-
A European woman today has from 200 million euros in 1997 to almost dent and founder of Simpleworld. “We saw
on average 1.52 children. Temporary in- 359 million euros in 2006. that the market for children’s products was
creases have been noted in different areas, The birth rate rose somewhat in the a highly neglected industry. There wasn’t
but in general the birth rate in the West- first half of this decade – from 1.55 chil- the selection that parents wanted.” foto: istockphoto
ern world has been on a clear decline over dren per woman in 2000 to 1.77 in
the last few decades. Many women wait 2005– but this hardly accounts for the The aim is to base the store’s range
until well into their 30s to start a fam- increase in sales of children’s products. of products on safety, function and de-
ily, when they are well established in the The large European chain stores con- sign, she says.
labor force and have a decent salary at firm the trend. Prénatal is an international “Before, design and designer brands Stylish and smart for tomorrow’s parents
their disposal. chain for children’s clothing that opened were something incredibly expensive that ■ Today’s parents are more fashion- The products go by the names changing tables is unsatisfactory.”
“The consequences could be that par- its first store in Milan in 1963. Today the only a few people bought,” Hahn says. conscious and mobile than previous Easy Change, a disposable changing SCA’s surveys, which were carried
ents are investing more in the few children chain has grown to more than 400 stores “Today, there are new brands that have generations. These are two strong table mat, and Easy Meal, a dispos- out by the opinion institute SIFO,
they have, ” says Hans Lundström, a de- in eight countries – Italy, Spain, the Neth- made a name for themselves, and many trends that SCA has captured with a able bib. also showed that nearly half of all
couple of this spring’s product “Today, parents of small children parents are receptive to the idea of
mographer at Statistics Sweden. erlands, Greece, Portugal, Mexico, Russia established brands have lowered their
launches. Along with the new design often lead really active lives and don’t disposable bibs.
This is a theory that is supported by sales and Cyprus – with annual sales of more prices for their children’s collections.” diaper – Spring Collection – with fun, always change diapers on their “Many people don’t want to have
statistics. Statistics Sweden’s figures for the than 400 million euros. And there are fur- She has also noticed increased aware- trendy patterns, there is a new changing table at home,” says Fredrik to wash or wipe off the same old
Swedish market show that sales of chil- ther plans for expansion. In 2006, Pré- ness and greater social responsibility category of disposable items that Krook, category marketing manager bib,” Krook says. “Easy Meal makes
dren’s clothing have more than doubled in natal began a global franchising project among suppliers. make everyday life easier when you’re at SCA Personal Care. “At the same things easy on trips, and going out
10 years, from 42 million euros in 1997 aimed at developing the company’s com- “Many have introduced codes of con- on vacation, sitting in a café or out time, our surveys show that many for a bite to eat doesn’t have to mean
shopping. people think the hygiene of public a sticky, smelly bib in your bag.”
to 95 million euros in 2006. Sales in the mercial concept in countries where the duct and environmental policies that ex-
toy market increased almost as much, chain was not yet represented. tend from the factory floor through the

14*SCA SHAPE [ 2 *2007 ] [ 2 *2007 ] SHAPE SCA *15
trend

Before, design and designer

Booming
brands were something
incredibly expensive that
only a few people bought.”
distribution chain,” she says. “We sign ous year. Bugaboo forecasts growth of 25
agreements with all our suppliers and percent for 2007.
choose products that we stand by.” Even though both the large chains and
Among the baby carriages that the small stores are increasing their sales, the
store carries are two relatively new brands market is far from saturated. Well-known
PHOTO: istockphoto

that have become increasingly common brands like Burberry, Kenzo, Adidas and
on the sidewalks of Europe: Urban Jungle Nike are updating their collections each
and Bugaboo. season. There are also new “smart gad-

CHILDREN’S MARKET The first Bugaboo baby carriage was
introduced in the Netherlands in
1999, and now they are sold
gets” continually turning up in the mar-
ket, especially for technologically minded
parents. How about a mobile bottle
in 32 countries. Sales to- warmer with a 12-volt plug for your car,
taled 55 milion euros or a baby video monitor for people who
Fewer and fewer children are being born in Europe, Some niche companies are also invest- in 2006, up 28 per- want not only to hear but also to see their
ing in expansion. Simpleworld is a chil- cent from the previ- sleeping baby from another room?
yet the range of products for little ones is bigger than dren’s store in downtown Stockholm that
ever. Trend-conscious parents are spending large opened its doors in 2003. Now its own- Susanna Lidström
ers are challenging other entrepreneurs
sums of money on baby carriages and other items that to spread the company’s concept in other
Today’s parents want
meet their exacting demands for form and function. directions via franchising.
“The business concept was born at the
to live an active life,
and for that they need
end of the 1990s when I had three children technically advanced
baby carriages.
within three years,” says Nina Hahn, presi-
A European woman today has from 200 million euros in 1997 to almost dent and founder of Simpleworld. “We saw
on average 1.52 children. Temporary in- 359 million euros in 2006. that the market for children’s products was
creases have been noted in different areas, The birth rate rose somewhat in the a highly neglected industry. There wasn’t
but in general the birth rate in the West- first half of this decade – from 1.55 chil- the selection that parents wanted.” foto: istockphoto
ern world has been on a clear decline over dren per woman in 2000 to 1.77 in
the last few decades. Many women wait 2005– but this hardly accounts for the The aim is to base the store’s range
until well into their 30s to start a fam- increase in sales of children’s products. of products on safety, function and de-
ily, when they are well established in the The large European chain stores con- sign, she says.
labor force and have a decent salary at firm the trend. Prénatal is an international “Before, design and designer brands Stylish and smart for tomorrow’s parents
their disposal. chain for children’s clothing that opened were something incredibly expensive that ■ Today’s parents are more fashion- The products go by the names changing tables is unsatisfactory.”
“The consequences could be that par- its first store in Milan in 1963. Today the only a few people bought,” Hahn says. conscious and mobile than previous Easy Change, a disposable changing SCA’s surveys, which were carried
ents are investing more in the few children chain has grown to more than 400 stores “Today, there are new brands that have generations. These are two strong table mat, and Easy Meal, a dispos- out by the opinion institute SIFO,
they have, ” says Hans Lundström, a de- in eight countries – Italy, Spain, the Neth- made a name for themselves, and many trends that SCA has captured with a able bib. also showed that nearly half of all
couple of this spring’s product “Today, parents of small children parents are receptive to the idea of
mographer at Statistics Sweden. erlands, Greece, Portugal, Mexico, Russia established brands have lowered their
launches. Along with the new design often lead really active lives and don’t disposable bibs.
This is a theory that is supported by sales and Cyprus – with annual sales of more prices for their children’s collections.” diaper – Spring Collection – with fun, always change diapers on their “Many people don’t want to have
statistics. Statistics Sweden’s figures for the than 400 million euros. And there are fur- She has also noticed increased aware- trendy patterns, there is a new changing table at home,” says Fredrik to wash or wipe off the same old
Swedish market show that sales of chil- ther plans for expansion. In 2006, Pré- ness and greater social responsibility category of disposable items that Krook, category marketing manager bib,” Krook says. “Easy Meal makes
dren’s clothing have more than doubled in natal began a global franchising project among suppliers. make everyday life easier when you’re at SCA Personal Care. “At the same things easy on trips, and going out
10 years, from 42 million euros in 1997 aimed at developing the company’s com- “Many have introduced codes of con- on vacation, sitting in a café or out time, our surveys show that many for a bite to eat doesn’t have to mean
shopping. people think the hygiene of public a sticky, smelly bib in your bag.”
to 95 million euros in 2006. Sales in the mercial concept in countries where the duct and environmental policies that ex-
toy market increased almost as much, chain was not yet represented. tend from the factory floor through the

14*SCA SHAPE [ 2 *2007 ] [ 2 *2007 ] SHAPE SCA *15
trend
Ad promoting all-purpose-cloth for pain-
ting and refurbishing, car and bicycle mainte-

CLEAN HANDS,
nance, gardening and many more appliances

SAFER RESTAURANTS
Patrons who suffer from stomach illness after eating at McDonald’s
a restaurant are probably a restaurant owner’s worse chose Tork
nightmare. Stricter regulations for employee hygiene in ■ In more and more McDonald’s
restaurants in Europe went into effect about a year ago. restaurants around Europe, SCA’s
products are now being used in the
restrooms for customers and in the
kitchen. Tork has long been used at
In the United States, thousands Gun Ax is one of some 20 restaurant McDonald’s in the Nordic countries.
of patients end up in the hospital each inspectors in the municipality of Stock- Starting last year, McDonald’s in Ger-
year with food-poisoning they received holm. She visits at least five restaurants a many, France and Britain also chose
from eating at a restaurant. More than a week and admits it’s hard for a restaurant to use SCA’s products. SCA Tissue
thousand of them end up dying. So says patron to determine whether the hygiene won this prestigious order in intense
competition with other suppliers.
a study from the U.S. Centers for Disease at a restaurant is substandard.
Previously, McDonald’s did its paper
Control and Prevention (CDC). In a sur- “It takes a few hours before the food can napkin purchasing only at the corpo-
vey in one municipality in southern Swe- get to their stomach, and that’s when the rate level.
den in 2005, more than one out of every first symptoms appear,” she says. “McDonald’s was very satisfied with
10 restaurants was cited for employee hy- The likelihood that restaurant patrons SCA having delivery coverage across
giene violations. will connect their stomachaches to a visit the whole of Europe,” says Catarina
In the United Kingdom, restaurants can to a restaurant is not great, unless they’re Wickström, SCA Tissue. “The partner-
ship has worked well, and our goal is to
receive stars, smiley-faces or other sym- part of a larger party that ate the same reach out to other countries in Europe.
bols indicating they have proper hygiene thing, which isn’t all that common. Right now, we’re working together to
controls. In the United States, Canada and “So there’s rarely a connection with the develop the optimal solution for
New Zealand there are also such systems restaurant,” Ax says. PETRA LODÉN McDonald’s.”
warning about the (un)cleanliness of res-
taurants. Since January 2006, restaurants
Does the restaurant staff
within the EU must keep clear records of have clean hands?
their hygiene routines and be prepared to
show them at regular inspections.
In some restaurants cited in Sweden
there was neither soap nor paper tow-
els. In others, the sink was cluttered or
blocked, making it difficult for people to
wash their hands. So it’s not hard to un-
derstand that there is a risk that undesir-
able bacteria are being transferred to the
food being served.
Most restaurants choose to have pa-
per towels for both employees and guests.
There is no regulation specifying that res-
taurants have to have disposable towels,
but the Swedish National Food Admin-
istration recommends it.
“It’s really good to have paper towels,”
says Elin Forsgren, a lawyer at the Swedish
PHOto: getty images

Hotel and Restaurant Employers’ Associa-
tion. “There’s no law mandating it, though
it would be expensive to have terrycloth
towels. They have to be changed frequently,
preferably every time they’re used.”

16*SCA SHAPE [ 2 *2007 ]
trend
Ad promoting all-purpose-cloth for pain-
ting and refurbishing, car and bicycle mainte-

CLEAN HANDS,
nance, gardening and many more appliances

SAFER RESTAURANTS
Patrons who suffer from stomach illness after eating at McDonald’s
a restaurant are probably a restaurant owner’s worse chose Tork
nightmare. Stricter regulations for employee hygiene in ■ In more and more McDonald’s
restaurants in Europe went into effect about a year ago. restaurants around Europe, SCA’s
products are now being used in the
restrooms for customers and in the
kitchen. Tork has long been used at
In the United States, thousands Gun Ax is one of some 20 restaurant McDonald’s in the Nordic countries.
of patients end up in the hospital each inspectors in the municipality of Stock- Starting last year, McDonald’s in Ger-
year with food-poisoning they received holm. She visits at least five restaurants a many, France and Britain also chose
from eating at a restaurant. More than a week and admits it’s hard for a restaurant to use SCA’s products. SCA Tissue
thousand of them end up dying. So says patron to determine whether the hygiene won this prestigious order in intense
competition with other suppliers.
a study from the U.S. Centers for Disease at a restaurant is substandard.
Previously, McDonald’s did its paper
Control and Prevention (CDC). In a sur- “It takes a few hours before the food can napkin purchasing only at the corpo-
vey in one municipality in southern Swe- get to their stomach, and that’s when the rate level.
den in 2005, more than one out of every first symptoms appear,” she says. “McDonald’s was very satisfied with
10 restaurants was cited for employee hy- The likelihood that restaurant patrons SCA having delivery coverage across
giene violations. will connect their stomachaches to a visit the whole of Europe,” says Catarina
In the United Kingdom, restaurants can to a restaurant is not great, unless they’re Wickström, SCA Tissue. “The partner-
ship has worked well, and our goal is to
receive stars, smiley-faces or other sym- part of a larger party that ate the same reach out to other countries in Europe.
bols indicating they have proper hygiene thing, which isn’t all that common. Right now, we’re working together to
controls. In the United States, Canada and “So there’s rarely a connection with the develop the optimal solution for
New Zealand there are also such systems restaurant,” Ax says. PETRA LODÉN McDonald’s.”
warning about the (un)cleanliness of res-
taurants. Since January 2006, restaurants
Does the restaurant staff
within the EU must keep clear records of have clean hands?
their hygiene routines and be prepared to
show them at regular inspections.
In some restaurants cited in Sweden
there was neither soap nor paper tow-
els. In others, the sink was cluttered or
blocked, making it difficult for people to
wash their hands. So it’s not hard to un-
derstand that there is a risk that undesir-
able bacteria are being transferred to the
food being served.
Most restaurants choose to have pa-
per towels for both employees and guests.
There is no regulation specifying that res-
taurants have to have disposable towels,
but the Swedish National Food Admin-
istration recommends it.
“It’s really good to have paper towels,”
says Elin Forsgren, a lawyer at the Swedish
PHOto: getty images

Hotel and Restaurant Employers’ Associa-
tion. “There’s no law mandating it, though
it would be expensive to have terrycloth
towels. They have to be changed frequently,
preferably every time they’re used.”

16*SCA SHAPE [ 2 *2007 ]
trend

AD MAKES “HUSH HUSH”
Temperature stabi- local environment. Transporting an item
lity is the key when
transporting an
during the winter in Moscow is not the
same as during the summer in southern

PRODUCTS NORMAL Urine leakage
organ.
Europe.
“Stability is the key word rather than
the actual cooling,” says Richard Perkes,
When customers don’t want to admit they need a pro-
commercial director at Cool Logistics, affects 10 percent
who has extensive experience with pack- d­­­­uct, how should it be marketed? Viagra, Head & Shoul­ of women
aging solutions as the company’s former ders and TENA are a few of the names that have succeed-
■ Urine leakage is more common
technical manager. ed with their campaigns. The keyword is “normalize.” than people think. About 10 percent
The temperature of transported or- of women in the Western world
gans must be kept stable. This is achieved At the launch of Viagra, perhaps it can be shown on TV.” have problems with involuntary
using different types of cooling elements the world’s best-known pharmaceutical Eriksson explains the approach: “In our urine leakage. SCA’s Tena line of
in the packaging, which are adjusted de- product, its maker hired Pelé, the finest commercials, we talk about how inconti- products are the most frequently
pending among other things on where the athlete in history in the view of many peo- nence is as common as hay fever. This way, used products in the world for
people with incontinence problems.
transportation takes place. The insula- ple. The ad never said Pelé had problems we achieve two things. We establish a con- They are sold to two customer
tion material is often polystyrene or poly- with impotence, but he was the right age. nection to something harmless and com- groups, private consumers and
PHOTO: getty images

urethane. In recent years, the trend has Moreover, he was Latin American macho, pletely lacking a sense of taboo. It’s implied healthcare providers.
been toward using more advanced vacu- athletic and world-famous. The pharma- that we’re saying it’s common.” “In our marketing communication
um insulation panels, which also reduce ceutical company also came up with a new The products have been named Lady with private consumers, we want to
get rid of the medical link. But if we
volume considerably. phrase – erectile dysfunction. Mini Magic and TENA Pants Discreet,
go too far, then we won’t be cred-
Requirement standards for tempera- The aim was to normalize the prod- which are supposed to convey a sense of ­ible in healthcare. So we have to

PHOto: getty images
tures are becoming increasingly rigorous, uct, play down the issue, let consumers an exciting as well as technically advanced highlight the advantages of the
as are inspections for ensuring that these re- know they didn’t have to be ashamed of product. product, which both groups are

NEW PACKAGING quirements are met, according to Perkes.
The number of registered donors is
their need. Today, Viagra is no longer sur-
rounded by the same sense of taboo. The
“Using words like ‘mini,’ ‘discreet’
and ‘magic,’ which are commonly used
looking for,” says Bengt Eriksson,
category brand manager at SCA

VITAL TO LIFE
steadily increasing in Sweden, but un- same is true of products like diapers, sani- in ads for everything from condoms to Personal Care.
fortunately this is not reflected in the tary napkins and panty liners. cell phones, positions the product as
number of actual transplants being per- “For generations ago, you could only something completely normal,” Ravan
A heart must be transplanted within four hours. But formed, and in some European countries
the number of donors is actually declin-
buy sanitary napkins in Sweden at the
state-run drugstore,” says Bengt Eriksson,
says. “The words also suggest that it in-
volves a technically advanced product.”
it’s not just time that is crucial: keeping the tempera- ing. In countries that are part of the co- category brand manager at SCA Personal Ravan talks about the importance of ca-
operation organizations Eurotransplant Care. “You got them in brown paper bags. sual, positive references in everything from
ture constant also plays a vital role. All this places and Scandiatransplant, some 6,500 or- Today, women can send their husbands to the choice of words in the advertising and
major demands on packaging. gan transplants were performed in 2006, 7-Eleven to buy sanitary napkins and tam- marketing campaign to the design of the
with about 600 of these successful heart pons.” packaging and the products.
transplants. There could be more if there An interesting comparison can be made Eriksson agrees. “The package has to
Packaging should suit its pur- what is called ischemia time. A heart were greater knowledge about people’s to dandruff, which is no longer taboo. be attractive yet discreet,” he says. “Peo-
pose and be easy to use, but some situ- must be transplanted within four hours desire to donate. “Head & Shoulders has repositioned dan- ple should be able to buy it in their gro-
ations are highly complicated. In the from the time the donor’s respirator is Gunnar lanzky-otto druff shampoo from a medical product to cery store without customers behind them
biochemistry industry, demand for tem- turned off, while kidneys can manage for a daily hygiene product,” Eriksson says. knowing what they’re buying.”
perature-controlled packaging solutions up to 24 hours. But speedy shipment is ■ Since October last year, SCA is the But some products and issues are still The other keyword in the marketing is
is continually growing, and the pharma- not the only vital factor. Maintaining the sole owner of Cool Logistics, which also surrounded by prejudice and a sense of “active.” People want to show that they
ceutical industry in particular has a great right temperature is also a matter of life has production in the Czech Republic. shame. One example is incontinence. can still live a completely normal, active
need for these. Packaging for the trans- or death. Cool Logistics, founded in 2000, has Marketing in this segment involves break- life despite their incontinence.
at its disposal today the most extensive
portation of human organs in conjunc- Cool Logistics in Bedfordshire in east- ing the sense of taboo. Normalization is “In the newspaper ads and TV-commer-
test facilities for temperature-controlled
tion with transplants is just a small part ern England is a company that specializes packaging in Europe. also a keyword in marketing. cials, they’ve used a picture of this tough
of this industry, but certainly a very im- in packaging that solves the temperature The temperature-controlled packaging “TV is a normalizing medium, so it’s guy on a motorcycle,” Ravan says. “Anoth-
portant one. problem in different kinds of transpor- solutions division is growing in part quite suitable for taboo products,” says er ad campaign shows a whole family out
When an organ is to be moved from tation. In most cases, it simply involves because of new requirements that are Andy Ravan at the British advertising biking together.”
one hospital to another, emergency trans- maintaining the temperature of a regu- continually being added in the pharma­ agency DLKW, which is in charge of ad- Per Öqvist
ceutical industry. These involve not just
portation is arranged by a security firm, lar refrigerator, between 2 and 8 degrees vertising for SCA’s TENA incontinence
the right temperature but also whether
sometimes by airplane. Different organs Celsius (36-46 Fahrenheit), although the size and weight of the packaging are protection. “Not only do we reach a lot of
can keep for different periods of time the requirements may vary considerably. efficient in transportation despite the people, but the message is indirectly con-
without access to blood circulation – So do the temperature conditions in the complicated insulation. veyed that incontinence is so common that

18*SCA SHAPE [ 2 *2007 ] [ 2 *2006 ] SHAPE SCA *19
trend

AD MAKES “HUSH HUSH”
Temperature stabi- local environment. Transporting an item
lity is the key when
transporting an
during the winter in Moscow is not the
same as during the summer in southern

PRODUCTS NORMAL Urine leakage
organ.
Europe.
“Stability is the key word rather than
the actual cooling,” says Richard Perkes,
When customers don’t want to admit they need a pro-
commercial director at Cool Logistics, affects 10 percent
who has extensive experience with pack- d­­­­uct, how should it be marketed? Viagra, Head & Shoul­ of women
aging solutions as the company’s former ders and TENA are a few of the names that have succeed-
■ Urine leakage is more common
technical manager. ed with their campaigns. The keyword is “normalize.” than people think. About 10 percent
The temperature of transported or- of women in the Western world
gans must be kept stable. This is achieved At the launch of Viagra, perhaps it can be shown on TV.” have problems with involuntary
using different types of cooling elements the world’s best-known pharmaceutical Eriksson explains the approach: “In our urine leakage. SCA’s Tena line of
in the packaging, which are adjusted de- product, its maker hired Pelé, the finest commercials, we talk about how inconti- products are the most frequently
pending among other things on where the athlete in history in the view of many peo- nence is as common as hay fever. This way, used products in the world for
people with incontinence problems.
transportation takes place. The insula- ple. The ad never said Pelé had problems we achieve two things. We establish a con- They are sold to two customer
tion material is often polystyrene or poly- with impotence, but he was the right age. nection to something harmless and com- groups, private consumers and
PHOTO: getty images

urethane. In recent years, the trend has Moreover, he was Latin American macho, pletely lacking a sense of taboo. It’s implied healthcare providers.
been toward using more advanced vacu- athletic and world-famous. The pharma- that we’re saying it’s common.” “In our marketing communication
um insulation panels, which also reduce ceutical company also came up with a new The products have been named Lady with private consumers, we want to
get rid of the medical link. But if we
volume considerably. phrase – erectile dysfunction. Mini Magic and TENA Pants Discreet,
go too far, then we won’t be cred-
Requirement standards for tempera- The aim was to normalize the prod- which are supposed to convey a sense of ­ible in healthcare. So we have to

PHOto: getty images
tures are becoming increasingly rigorous, uct, play down the issue, let consumers an exciting as well as technically advanced highlight the advantages of the
as are inspections for ensuring that these re- know they didn’t have to be ashamed of product. product, which both groups are

NEW PACKAGING quirements are met, according to Perkes.
The number of registered donors is
their need. Today, Viagra is no longer sur-
rounded by the same sense of taboo. The
“Using words like ‘mini,’ ‘discreet’
and ‘magic,’ which are commonly used
looking for,” says Bengt Eriksson,
category brand manager at SCA

VITAL TO LIFE
steadily increasing in Sweden, but un- same is true of products like diapers, sani- in ads for everything from condoms to Personal Care.
fortunately this is not reflected in the tary napkins and panty liners. cell phones, positions the product as
number of actual transplants being per- “For generations ago, you could only something completely normal,” Ravan
A heart must be transplanted within four hours. But formed, and in some European countries
the number of donors is actually declin-
buy sanitary napkins in Sweden at the
state-run drugstore,” says Bengt Eriksson,
says. “The words also suggest that it in-
volves a technically advanced product.”
it’s not just time that is crucial: keeping the tempera- ing. In countries that are part of the co- category brand manager at SCA Personal Ravan talks about the importance of ca-
operation organizations Eurotransplant Care. “You got them in brown paper bags. sual, positive references in everything from
ture constant also plays a vital role. All this places and Scandiatransplant, some 6,500 or- Today, women can send their husbands to the choice of words in the advertising and
major demands on packaging. gan transplants were performed in 2006, 7-Eleven to buy sanitary napkins and tam- marketing campaign to the design of the
with about 600 of these successful heart pons.” packaging and the products.
transplants. There could be more if there An interesting comparison can be made Eriksson agrees. “The package has to
Packaging should suit its pur- what is called ischemia time. A heart were greater knowledge about people’s to dandruff, which is no longer taboo. be attractive yet discreet,” he says. “Peo-
pose and be easy to use, but some situ- must be transplanted within four hours desire to donate. “Head & Shoulders has repositioned dan- ple should be able to buy it in their gro-
ations are highly complicated. In the from the time the donor’s respirator is Gunnar lanzky-otto druff shampoo from a medical product to cery store without customers behind them
biochemistry industry, demand for tem- turned off, while kidneys can manage for a daily hygiene product,” Eriksson says. knowing what they’re buying.”
perature-controlled packaging solutions up to 24 hours. But speedy shipment is ■ Since October last year, SCA is the But some products and issues are still The other keyword in the marketing is
is continually growing, and the pharma- not the only vital factor. Maintaining the sole owner of Cool Logistics, which also surrounded by prejudice and a sense of “active.” People want to show that they
ceutical industry in particular has a great right temperature is also a matter of life has production in the Czech Republic. shame. One example is incontinence. can still live a completely normal, active
need for these. Packaging for the trans- or death. Cool Logistics, founded in 2000, has Marketing in this segment involves break- life despite their incontinence.
at its disposal today the most extensive
portation of human organs in conjunc- Cool Logistics in Bedfordshire in east- ing the sense of taboo. Normalization is “In the newspaper ads and TV-commer-
test facilities for temperature-controlled
tion with transplants is just a small part ern England is a company that specializes packaging in Europe. also a keyword in marketing. cials, they’ve used a picture of this tough
of this industry, but certainly a very im- in packaging that solves the temperature The temperature-controlled packaging “TV is a normalizing medium, so it’s guy on a motorcycle,” Ravan says. “Anoth-
portant one. problem in different kinds of transpor- solutions division is growing in part quite suitable for taboo products,” says er ad campaign shows a whole family out
When an organ is to be moved from tation. In most cases, it simply involves because of new requirements that are Andy Ravan at the British advertising biking together.”
one hospital to another, emergency trans- maintaining the temperature of a regu- continually being added in the pharma­ agency DLKW, which is in charge of ad- Per Öqvist
ceutical industry. These involve not just
portation is arranged by a security firm, lar refrigerator, between 2 and 8 degrees vertising for SCA’s TENA incontinence
the right temperature but also whether
sometimes by airplane. Different organs Celsius (36-46 Fahrenheit), although the size and weight of the packaging are protection. “Not only do we reach a lot of
can keep for different periods of time the requirements may vary considerably. efficient in transportation despite the people, but the message is indirectly con-
without access to blood circulation – So do the temperature conditions in the complicated insulation. veyed that incontinence is so common that

18*SCA SHAPE [ 2 *2007 ] [ 2 *2006 ] SHAPE SCA *19
profile

Sustainable forest by NGOs, that will affect its brand value, lead-
management is key ing to long-term financial loss.
to forest and paper
companies, thinks
“We also look at what percentage of a compa-
Susanna Jacobson. ny’s energy comes from biofuels, to what extent
companies are researching liquid biofuels and
whether they are selling excess electricity from
power generation in mills,” Jacobson says. In-
novest also looks at how companies manage hu-

The hidden value in
man resources, how they retain and attract staff,
and how they manage any layoffs.
Environmental and social issues have become

going green
increasingly important when companies enter new
markets.
“As companies move to China and Brazil to set
up new mills, if they are investing in good commu-
nication with stakeholders affected by their opera-
tions, they won’t be faced with a hostile reception
“Traditional share analysis methods fail to account from local communities, authorities and NGOs,”
for some 70 percent of a company’s worth,” says Jacobson explains.
Innovest also considers how a company handles
Susanna jacobson, an analyst with Innovest personnel issues, how it keeps good people and at-
who specializes in environmental issues within the tracts new employees, and how redundancies are

s
dealt with. Environmental and social issues are
forestry and paper industry. also a prime concern when a company is entering
by Anna mcqueen PHoto EVA EDSJÖ new markets.
Another way to access new markets is to move
towards certification. “There is increasing global
demand for eco-certified products, and this is an
usanna Jacobson finds herself in the examine whether they have clear structures in place
middle of the controversy, in many to mitigate risk, and strong R&D to identify early
respects. The 27-year-old Swede works opportunities in the marketplace.”
in one of the world’s most hectic areas: Innovest company scores are used to advise cli- We look at extra-financial risk and oppor-
London’s financial center. And, as an
analyst, she specializes in an issue that stands at
ents on investment potential. With a client portfo-
lio of pension funds, advisory and consulting
tunity. This includes any environmental or
the top of the list of problems around the world: firms, industrial corporations and institutional social and strategy governance-related issues,
global warming. investors such as UBS, Henderson Global Advi-
Environmental thinking is hardly a new issue in sors, HSBC and BNP Paribas, Innovest is typically and the hidden values that traditional finan-
the business world. But in recent years, the many
voices raised in alarm over global warming have
used as an add-on to traditional analysis. cial analysts don’t tend to examine. ”
spurred an increasingly intense debate, making the Jacobson believes sustainable forest
issue a priority for customers as well as for CEOs management is key to forest and paper compa-
and investors. nies. “Without it, they won’t survive in the long NAME: Susanna Jacobson
AGE: 27 years old
It is this third group, investors, who make up the term,” she says. Poor management can engender BORN: Malmö, Sweden
primary target of Susanna Jacobson’s company, a series of risks, including operational risks, which LIVES: In London since 1999
Innovest Strategic Value Advisors. include the fact that because customers are looking CAREER: “I studied business at the


“We look at extra-financial risk and opportu- to buy more sustainable forest products, compa- Gothenburg School of Business and
nity,” says Susanna Jacobson. “This includes any nies should be looking to gain access to this market Commercial Law in Sweden.
Then I came to London to do a BSc
environmental or social and strategy governance- by providing certified sustainable products.
in Environmental Management
related issues, and the hidden values that tradi- Other risks are regulatory in nature. If compa- and Policy at the London School of
tional financial analysts don’t tend to examine. nies are looking to operate in different countries, Economics. I joined Innovest in
We believe that around 70 percent of a company’s they need to understand the different regulations October 2005 following the acquisi-
true value is not covered by traditional analysis. and how to respond to them. There are also risks tion of Core Ratings.”
Long-term sustainability is fundamental, and we to reputation: if a company is heavily criticized

20*SCA SHAPE [ 2 *2007 ] [ 2 *2007 ] SHAPE SCA *21
profile

Sustainable forest by NGOs, that will affect its brand value, lead-
management is key ing to long-term financial loss.
to forest and paper
companies, thinks
“We also look at what percentage of a compa-
Susanna Jacobson. ny’s energy comes from biofuels, to what extent
companies are researching liquid biofuels and
whether they are selling excess electricity from
power generation in mills,” Jacobson says. In-
novest also looks at how companies manage hu-

The hidden value in
man resources, how they retain and attract staff,
and how they manage any layoffs.
Environmental and social issues have become

going green
increasingly important when companies enter new
markets.
“As companies move to China and Brazil to set
up new mills, if they are investing in good commu-
nication with stakeholders affected by their opera-
tions, they won’t be faced with a hostile reception
“Traditional share analysis methods fail to account from local communities, authorities and NGOs,”
for some 70 percent of a company’s worth,” says Jacobson explains.
Innovest also considers how a company handles
Susanna jacobson, an analyst with Innovest personnel issues, how it keeps good people and at-
who specializes in environmental issues within the tracts new employees, and how redundancies are

s
dealt with. Environmental and social issues are
forestry and paper industry. also a prime concern when a company is entering
by Anna mcqueen PHoto EVA EDSJÖ new markets.
Another way to access new markets is to move
towards certification. “There is increasing global
demand for eco-certified products, and this is an
usanna Jacobson finds herself in the examine whether they have clear structures in place
middle of the controversy, in many to mitigate risk, and strong R&D to identify early
respects. The 27-year-old Swede works opportunities in the marketplace.”
in one of the world’s most hectic areas: Innovest company scores are used to advise cli- We look at extra-financial risk and oppor-
London’s financial center. And, as an
analyst, she specializes in an issue that stands at
ents on investment potential. With a client portfo-
lio of pension funds, advisory and consulting
tunity. This includes any environmental or
the top of the list of problems around the world: firms, industrial corporations and institutional social and strategy governance-related issues,
global warming. investors such as UBS, Henderson Global Advi-
Environmental thinking is hardly a new issue in sors, HSBC and BNP Paribas, Innovest is typically and the hidden values that traditional finan-
the business world. But in recent years, the many
voices raised in alarm over global warming have
used as an add-on to traditional analysis. cial analysts don’t tend to examine. ”
spurred an increasingly intense debate, making the Jacobson believes sustainable forest
issue a priority for customers as well as for CEOs management is key to forest and paper compa-
and investors. nies. “Without it, they won’t survive in the long NAME: Susanna Jacobson
AGE: 27 years old
It is this third group, investors, who make up the term,” she says. Poor management can engender BORN: Malmö, Sweden
primary target of Susanna Jacobson’s company, a series of risks, including operational risks, which LIVES: In London since 1999
Innovest Strategic Value Advisors. include the fact that because customers are looking CAREER: “I studied business at the


“We look at extra-financial risk and opportu- to buy more sustainable forest products, compa- Gothenburg School of Business and
nity,” says Susanna Jacobson. “This includes any nies should be looking to gain access to this market Commercial Law in Sweden.
Then I came to London to do a BSc
environmental or social and strategy governance- by providing certified sustainable products.
in Environmental Management
related issues, and the hidden values that tradi- Other risks are regulatory in nature. If compa- and Policy at the London School of
tional financial analysts don’t tend to examine. nies are looking to operate in different countries, Economics. I joined Innovest in
We believe that around 70 percent of a company’s they need to understand the different regulations October 2005 following the acquisi-
true value is not covered by traditional analysis. and how to respond to them. There are also risks tion of Core Ratings.”
Long-term sustainability is fundamental, and we to reputation: if a company is heavily criticized

20*SCA SHAPE [ 2 *2007 ] [ 2 *2007 ] SHAPE SCA *21
profile

Jacobson believes for cutting C02 emissions between now and 2050
the industry is involves sustainable forest management and car-
inherently sus-
tainable and will bon uptake,” Jacobson says. “However, it must
survive, but its be understood that plantations can have complex
strategy must be environmental impacts that sometimes outweigh
rethought.
the positive carbon uptake effect.”
Despite its key role in countering the effects of
climate change, the paper and forestry industry is
under threat from our changing climate, including
increased fire risk, severe water loss due to changes
in evaporation and precipitation patterns, flood
damage to low-lying countries and island states,
and loss of coastal land to rising sea levels. It is
estimated that the industry could lose as much
as USD 42 billion if CO2 levels reach twice their
pre-industrial concentrations, as a direct result of
extreme weather brought about by the phenom-
enon.
Still, Jacobson believes the industry is inher-
ently sustainable and will survive, but its strategy
must be rethought. “They must use wood more
efficiently and diversify into new, more sustain-
able products, use fewer chemical processes, and
fewer non-renewable resources,” she says. “The
outlook is very bright but there is a lot still left
to do, and quickly, because these companies are
facing increasingly stringent regulatory require-
area of huge potential growth that we measure,” ments.” ▲
Jacobson says. “More and more companies and
governments are introducing policies whereby they
will only buy wood certified by the Forest Steward-
ship Council standard, endorsed by a large num- Innovest gives SCA
ber of environmental groups as a truly sustainable top marks
certification scheme. The demand is growing and
★ Innovest ranks SCA as one of the
is currently much greater than supply.” There is world’s leading companies when it
The use of carbon uptake by planting or con- comes to environmental and social
serving forests is an area of great potential and increasing issues and strategic planning.
one where companies can score highly, but Jacob- global demand ★ 2006 SCA was chosen again as one
son believes current systems are too complicated for eco-certi- of the world’s most sustainable
and bureaucratic. So far, just one company has ob- companies in Innovest’s Global 100.
fied products,
tained credits for planting forests under the Kyoto
treaty, but other schemes like the Chicago Climate and this is an ★ Ranked against 30 comparable
international companies, SCA
3HEGAVEYOUYOURNAME YOURFIRSTBIKE
Exchange are proving simpler, and companies can area of huge
ANDTENDERLOVINGCARE
comes out above average and SCA
more easily get credits for planting forests which sits in the top quartile in the
potential Innovest index for forestry and
can then be sold to other companies who can use
them to offset their emissions. growth that paper companies.
!ND SHE DESERVES THE BEST4HAT MEANS GIVING HER THE NEW4%.! PRODUCTS
Forests are important if CO2 emissions are to we measure.” ★ Innovest points out that SCA is the
biggest player within reclaiming and WITH&EEL$RY©FOROUTSTANDINGDRYPROTECTIONAGAINSTBLADDERWEAKNESS
be reduced to acceptable levels. According to a
reusing recycled fiber. The compa- 7ITH&EEL$RY YOUGIVEHERMORESECURITYBUTALSOGREATERCOMFORT)NOTHERWORDS
U.N. report, emission of greenhouse gases must ny’s level of self-reliance in terms
decrease 50-85 percent by the year 2050 for global of energy and methods of reducing SHEGETSTHECONFIDENCEANDTHEFREEDOMTOCONTINUELIVINGLIFETOTHEFULL
warming to be held in check. resource consumption are also !SKYOURLOCALCHEMISTFOR4%.!PROTECTIONWITH&EEL$RY"ECAUSEONLYTHE
“The Intergovernmental Panel on Climate exemplary, according to Innovest.
BESTISGOODENOUGH
Change has said that 20 percent of the solution

22*SCA SHAPE [ 2 *2007 ] 4%.!\"ETTER#AREATA,OWER4OTAL#OST\WWWTENACOM
profile

Jacobson believes for cutting C02 emissions between now and 2050
the industry is involves sustainable forest management and car-
inherently sus-
tainable and will bon uptake,” Jacobson says. “However, it must
survive, but its be understood that plantations can have complex
strategy must be environmental impacts that sometimes outweigh
rethought.
the positive carbon uptake effect.”
Despite its key role in countering the effects of
climate change, the paper and forestry industry is
under threat from our changing climate, including
increased fire risk, severe water loss due to changes
in evaporation and precipitation patterns, flood
damage to low-lying countries and island states,
and loss of coastal land to rising sea levels. It is
estimated that the industry could lose as much
as USD 42 billion if CO2 levels reach twice their
pre-industrial concentrations, as a direct result of
extreme weather brought about by the phenom-
enon.
Still, Jacobson believes the industry is inher-
ently sustainable and will survive, but its strategy
must be rethought. “They must use wood more
efficiently and diversify into new, more sustain-
able products, use fewer chemical processes, and
fewer non-renewable resources,” she says. “The
outlook is very bright but there is a lot still left
to do, and quickly, because these companies are
facing increasingly stringent regulatory require-
area of huge potential growth that we measure,” ments.” ▲
Jacobson says. “More and more companies and
governments are introducing policies whereby they
will only buy wood certified by the Forest Steward-
ship Council standard, endorsed by a large num- Innovest gives SCA
ber of environmental groups as a truly sustainable top marks
certification scheme. The demand is growing and
★ Innovest ranks SCA as one of the
is currently much greater than supply.” There is world’s leading companies when it
The use of carbon uptake by planting or con- comes to environmental and social
serving forests is an area of great potential and increasing issues and strategic planning.
one where companies can score highly, but Jacob- global demand ★ 2006 SCA was chosen again as one
son believes current systems are too complicated for eco-certi- of the world’s most sustainable
and bureaucratic. So far, just one company has ob- companies in Innovest’s Global 100.
fied products,
tained credits for planting forests under the Kyoto
treaty, but other schemes like the Chicago Climate and this is an ★ Ranked against 30 comparable
international companies, SCA
3HEGAVEYOUYOURNAME YOURFIRSTBIKE
Exchange are proving simpler, and companies can area of huge
ANDTENDERLOVINGCARE
comes out above average and SCA
more easily get credits for planting forests which sits in the top quartile in the
potential Innovest index for forestry and
can then be sold to other companies who can use
them to offset their emissions. growth that paper companies.
!ND SHE DESERVES THE BEST4HAT MEANS GIVING HER THE NEW4%.! PRODUCTS
Forests are important if CO2 emissions are to we measure.” ★ Innovest points out that SCA is the
biggest player within reclaiming and WITH&EEL$RY©FOROUTSTANDINGDRYPROTECTIONAGAINSTBLADDERWEAKNESS
be reduced to acceptable levels. According to a
reusing recycled fiber. The compa- 7ITH&EEL$RY YOUGIVEHERMORESECURITYBUTALSOGREATERCOMFORT)NOTHERWORDS
U.N. report, emission of greenhouse gases must ny’s level of self-reliance in terms
decrease 50-85 percent by the year 2050 for global of energy and methods of reducing SHEGETSTHECONFIDENCEANDTHEFREEDOMTOCONTINUELIVINGLIFETOTHEFULL
warming to be held in check. resource consumption are also !SKYOURLOCALCHEMISTFOR4%.!PROTECTIONWITH&EEL$RY"ECAUSEONLYTHE
“The Intergovernmental Panel on Climate exemplary, according to Innovest.
BESTISGOODENOUGH
Change has said that 20 percent of the solution

22*SCA SHAPE [ 2 *2007 ] 4%.!\"ETTER#AREATA,OWER4OTAL#OST\WWWTENACOM
technology

In a back-pressure turbine, the pressure
INLET 1
of the steam from the boiler is reduced.
The steam then expands, causing the
INLET 2 turbine to rotate. A generator on the
turbine’s axis produces energy.

Efficient
The recovery boiler/turbine
combination has two steam
inlets and a total of five
outlets from the turbine. This
means that all the steam is

energy use
reduced to its final pressure
5
in the turbine.
4

3

2

In a kraft pulp plant, about half the wood used becomes pulp. OUTLET 1

Leftover wood and chemicals are incinerated in a recovery boiler,
which produces energy and new cooking chemicals. With new In a pulp plant, wood chips are dissolved into fiber

COMBUSTION AIR
through boiling. The used cooking liquid and dissolved

efficient technology, a boiler can provide an entire kraft pulp plant chip residue are incinerated in the recovery boiler.

p
This provides energy in the form of steam, which can

with heating and electric energy and still generate a surplus. be used to produce electricity. The chemical residues
are collected in the bottom of the boiler and reused to
prepare new cooking liquid.
by PETRA LODÉN illustration leif åbjörnsson

Among the top
aper and pulp manufac- and a new, highly efficient back-pressure that comes to the plant is incinerated in units in the world
turing is like preparing turbine. the boiler, which currently produces 300 ■ The recovery boiler at Östrand was built
food. You bring home the “We’ve gone from having to buy elec- MW, enough to heat 125,000 houses for by the Austrian company Andritz, while the
raw ingredients, which tric energy to now having a surplus,” says whole year. new turbine and generator was delivered by
Siemens. The boiler house is 78 meters high,
are peeled, cleaned of Ingela Ekebro, production manager at the Kraft pulp plants have often been as- and at its peak 350 people were involved in
dirt, chopped, ground Östrand Pulp Mill. sociated with unpleasant odors, but in the construction of the project, which cost
and rinsed. Then you In a back-pressure turbine, the pres- Östrand the nasty-smelling gases are also SEK 1.6 billion.
cook them over heat. In sure of the steam from the boiler is re- incinerated in the new recovery boiler. SCA’s pulp mill in Östrand produces products
a pulp plant, however, you don’t waste duced. The steam then expands, causing “This means that under normal pro- with a strong environmental profile. Some of
what’s left over. The residual products the turbine to rotate. A generator on the duction conditions, there won’t be any their most important features are low use of
process water, totally chlorine-free bleaching
can make steam and electricity, and the turbine’s axis produces energy. The steam smells anymore from Östrand,” Ekebro and raw materials from Forest Stewardship
cooking chemicals can be reused. is used in the pulp processes. notes. “But we can never be completely Council-certified forests. Celeste is a bleached
A recovery boiler, where the process “We also provide all the district heating odorless.” kraft pulp used in products like publication and
starts, is both a steam boiler and a reac- for the municipality of Timrå’s district tissue paper. CTMP Star is a chemically pre-
tor in which chemicals are recycled. In a heating network,” Ekebro says. treated mechanical pulp used in the manufac-
pulp plant, wood chips are dissolved into “We’ve designed the recovery boiler/ ture of tissue paper and packaging products,
Greener electricity and Luna is a material with unique absorption
fiber through cooking. The used cooking turbine combination to optimize energy properties used mainly in feminine hygiene
■ Large quantities of electric energy are
liquid and dissolved wood residue are in- production,” says Åke Westberg, project products.
consumed in the making of some forest
cinerated in the recovery boiler. This pro- leader. “This gives us two steam inlets and industrial products, so SCA has invested The new recovery boiler has allowed the kraft
vides energy in the form of steam, which a total of five outlets from the turbine. in energy-efficient production methods pulp plant to increase production to 420,000
can be used to produce electricity. The This means that all the steam is reduced for many years. Back-pressure steam tons a year. The boiler produces steam with a
pressure of 105 bar and a temperature of 515
chemical residues are collected in the bot- to its final pressure in the turbine so that is used in every pulp and paper mill,
ensuring a high level of efficiency be- degrees Centrigrades, which is higher than any
tom of the boiler and reused to prepare we can generate as much electricity as recovery boiler in the world. The boiler is also
cause optimal use is made of the energy
new cooking liquid. possible.” prepared for expansion and manages then to
content of the fuel. The Östrand Pulp Mill
At the Östrand Pulp Mill just outside The recovery boiler at Östrand is 78 generates 500 GWh of biofuel-based double the present production capacity.
Sundsvall in central Sweden, SCA recent- meters high and the largest building at green electricity. That is enough to heat The pulp mill in Östrand has 410 employees
ly built a new and modern recovery boiler the mill. Half the content in the wood 25,000 houses. and produces 500,000 tons pulp per year.

24*SCA SHAPE [ 2 *2007 ] [ 2 *2007 ] SHAPE SCA *25
technology

In a back-pressure turbine, the pressure
INLET 1
of the steam from the boiler is reduced.
The steam then expands, causing the
INLET 2 turbine to rotate. A generator on the
turbine’s axis produces energy.

Efficient
The recovery boiler/turbine
combination has two steam
inlets and a total of five
outlets from the turbine. This
means that all the steam is

energy use
reduced to its final pressure
5
in the turbine.
4

3

2

In a kraft pulp plant, about half the wood used becomes pulp. OUTLET 1

Leftover wood and chemicals are incinerated in a recovery boiler,
which produces energy and new cooking chemicals. With new In a pulp plant, wood chips are dissolved into fiber

COMBUSTION AIR
through boiling. The used cooking liquid and dissolved

efficient technology, a boiler can provide an entire kraft pulp plant chip residue are incinerated in the recovery boiler.

p
This provides energy in the form of steam, which can

with heating and electric energy and still generate a surplus. be used to produce electricity. The chemical residues
are collected in the bottom of the boiler and reused to
prepare new cooking liquid.
by PETRA LODÉN illustration leif åbjörnsson

Among the top
aper and pulp manufac- and a new, highly efficient back-pressure that comes to the plant is incinerated in units in the world
turing is like preparing turbine. the boiler, which currently produces 300 ■ The recovery boiler at Östrand was built
food. You bring home the “We’ve gone from having to buy elec- MW, enough to heat 125,000 houses for by the Austrian company Andritz, while the
raw ingredients, which tric energy to now having a surplus,” says whole year. new turbine and generator was delivered by
Siemens. The boiler house is 78 meters high,
are peeled, cleaned of Ingela Ekebro, production manager at the Kraft pulp plants have often been as- and at its peak 350 people were involved in
dirt, chopped, ground Östrand Pulp Mill. sociated with unpleasant odors, but in the construction of the project, which cost
and rinsed. Then you In a back-pressure turbine, the pres- Östrand the nasty-smelling gases are also SEK 1.6 billion.
cook them over heat. In sure of the steam from the boiler is re- incinerated in the new recovery boiler. SCA’s pulp mill in Östrand produces products
a pulp plant, however, you don’t waste duced. The steam then expands, causing “This means that under normal pro- with a strong environmental profile. Some of
what’s left over. The residual products the turbine to rotate. A generator on the duction conditions, there won’t be any their most important features are low use of
process water, totally chlorine-free bleaching
can make steam and electricity, and the turbine’s axis produces energy. The steam smells anymore from Östrand,” Ekebro and raw materials from Forest Stewardship
cooking chemicals can be reused. is used in the pulp processes. notes. “But we can never be completely Council-certified forests. Celeste is a bleached
A recovery boiler, where the process “We also provide all the district heating odorless.” kraft pulp used in products like publication and
starts, is both a steam boiler and a reac- for the municipality of Timrå’s district tissue paper. CTMP Star is a chemically pre-
tor in which chemicals are recycled. In a heating network,” Ekebro says. treated mechanical pulp used in the manufac-
pulp plant, wood chips are dissolved into “We’ve designed the recovery boiler/ ture of tissue paper and packaging products,
Greener electricity and Luna is a material with unique absorption
fiber through cooking. The used cooking turbine combination to optimize energy properties used mainly in feminine hygiene
■ Large quantities of electric energy are
liquid and dissolved wood residue are in- production,” says Åke Westberg, project products.
consumed in the making of some forest
cinerated in the recovery boiler. This pro- leader. “This gives us two steam inlets and industrial products, so SCA has invested The new recovery boiler has allowed the kraft
vides energy in the form of steam, which a total of five outlets from the turbine. in energy-efficient production methods pulp plant to increase production to 420,000
can be used to produce electricity. The This means that all the steam is reduced for many years. Back-pressure steam tons a year. The boiler produces steam with a
pressure of 105 bar and a temperature of 515
chemical residues are collected in the bot- to its final pressure in the turbine so that is used in every pulp and paper mill,
ensuring a high level of efficiency be- degrees Centrigrades, which is higher than any
tom of the boiler and reused to prepare we can generate as much electricity as recovery boiler in the world. The boiler is also
cause optimal use is made of the energy
new cooking liquid. possible.” prepared for expansion and manages then to
content of the fuel. The Östrand Pulp Mill
At the Östrand Pulp Mill just outside The recovery boiler at Östrand is 78 generates 500 GWh of biofuel-based double the present production capacity.
Sundsvall in central Sweden, SCA recent- meters high and the largest building at green electricity. That is enough to heat The pulp mill in Östrand has 410 employees
ly built a new and modern recovery boiler the mill. Half the content in the wood 25,000 houses. and produces 500,000 tons pulp per year.

24*SCA SHAPE [ 2 *2007 ] [ 2 *2007 ] SHAPE SCA *25

sca inside

Laughing with Libresse
This year’s Libresse campaign, “Laughter,”
has been developed from the perspective of the consumer.
The campaign describes security in an unusual, feminine
and positive way.
“We wanted to understand when women feel most
SCA saves seals secure in a positive way, and we concluded that when a
THE SCA Heavy Duty Knowledge Center , based woman laughs her real laugh, from her stomach, that’s
at the SCA Packaging Tilburg site, has designed, test- when she’s most secure,” says Anna Smitterberg,
ed and produced corrugated board boxes for trans- category communication manager at SCA. “So that
porting seals for the Lenie’t Hart Seal Rescue Center, a insight was a given: you laugh more when you feel
Netherlands-based rescue and return operation for the secure.” A slogan was born: “Feel secure, wear Libresse.”
marine mammals. This project is part of SCA’s good- If the previous campaign, “Vote for change,” was
will activities and free of charge for this organization, meant to be provocative in order to create awareness,
which rescues seals and returns them to their natural SCA has now chosen a more positive expression that is
habitat. The first batch of boxes was supplied in the more emotionally engaging and long-term.
beginning of May and will replace the wooden crates The campaign has already been launched in the
that are in use today. Netherlands, France and Italy. In England, the launch
TISSUE For will take place in August.

people on the go
The Libresse “Laughter” campaign
Fresh launch in Mexico is aimed at women of every age.
Ordinary women are used in the
ad campaign, not models, to allow
■ SCA Mexico relaunched its long-
every woman to identify with the
time best seller in the feminine pro- women in the ads.
■ During May, SCA Tissue Europe launched one-pack tection segment, the Saba Confort
Edet Torky tissue dispenser that is practical and easy to Chamomile, in June this year. Two
carry. The product is intended for situations outside the
SCA’s oldest mill
new scented products were also
home, such as on a picnic or in a boat. Market research launched at the same time. This means that Saba Con-
has shown that this kind of product is welcomed by
celebrates 350 years
fort liners and pads now come in three hypoallergenic
consumers. aromas: chamomile, jasmine and orange blossom.
As the tissue is stored in a bag made of polyester with SCA’s goal with this launch and relaunch is to become
a plastic backing, it stays clean and dry. The product is the aroma flagship in feminine protection category ■ Rembrandt was alive when SCA’s
refillable and can therefore be used many times. in Mexico. Aromas, natural essences and scented oldest mill was founded in 1657 in
The Edet Torky “on the go” will be available in a products are popular in Mexico and throughout Latin Holland. The SCA Packaging De
selected number of stores for a limited time. America. Hoop containerboard paper mill
celebrated its 350th anniversary on
May 11. SCA is committed to growing
rolls for easy access the business in the town of Eerbeek,
the Netherlands, contributing to the
SCA Tissue has developed a toilet The new Zewa Soft has a perfora- in combination with a softness sustainability of life and work in the
paper package that is easier to open. ted tear flap on the side that makes it upgrade in April 2007 and is sold community.
“Our Zewa Soft comfort opening easier to open the package, thus throughout Germany, Austria, SCA Packaging De Hoop obtained
specifically addresses consumer needs allowing easy roll-by-roll withdra- Switzerland and other countries. world-class status for energy consumption in a global
energy benchmark study in 2002 for the Royal Dutch
for convenient handling and mo- wal. The remaining rolls are stored Paper and Board Association by Finland’s Jaakko Pöyry
re comfort,” says Thomas Günther, hygienically in the package. Consulting.
marketing director of SCA Consumer The special comfort opening was “The site produces its own energy in a high-tech com-
Tissue Europe. “The idea arose from developed in cooperation with the bined heat and power plant, contributing with substantial
a project dealing with marketing to se- Meyer-Hentschel-Institut of investments in energy-saving projects in recent years to
niors. The product had to offer enhan- Saarbrücken, Germany, which lower consumption of energy and fossil fuel and reduced
CO2 emissions,” says Henk Lingbeek, managing director
ced convenience. Naturally, this pack- specializes in optimizing products of SCA Packaging De Hoop.
aging innovation offers added value to for seniors. SCA’s businesses in Eerbeek also include a corrugated
all other age groups as well.” The new Zewa Soft was launched box plant and a recycling organization.

26*SCA SHAPE [ 2 *2007 ] [ 2 *2007 ] SHAPE SCA *27

sca inside

Laughing with Libresse
This year’s Libresse campaign, “Laughter,”
has been developed from the perspective of the consumer.
The campaign describes security in an unusual, feminine
and positive way.
“We wanted to understand when women feel most
SCA saves seals secure in a positive way, and we concluded that when a
THE SCA Heavy Duty Knowledge Center , based woman laughs her real laugh, from her stomach, that’s
at the SCA Packaging Tilburg site, has designed, test- when she’s most secure,” says Anna Smitterberg,
ed and produced corrugated board boxes for trans- category communication manager at SCA. “So that
porting seals for the Lenie’t Hart Seal Rescue Center, a insight was a given: you laugh more when you feel
Netherlands-based rescue and return operation for the secure.” A slogan was born: “Feel secure, wear Libresse.”
marine mammals. This project is part of SCA’s good- If the previous campaign, “Vote for change,” was
will activities and free of charge for this organization, meant to be provocative in order to create awareness,
which rescues seals and returns them to their natural SCA has now chosen a more positive expression that is
habitat. The first batch of boxes was supplied in the more emotionally engaging and long-term.
beginning of May and will replace the wooden crates The campaign has already been launched in the
that are in use today. Netherlands, France and Italy. In England, the launch
TISSUE For will take place in August.

people on the go
The Libresse “Laughter” campaign
Fresh launch in Mexico is aimed at women of every age.
Ordinary women are used in the
ad campaign, not models, to allow
■ SCA Mexico relaunched its long-
every woman to identify with the
time best seller in the feminine pro- women in the ads.
■ During May, SCA Tissue Europe launched one-pack tection segment, the Saba Confort
Edet Torky tissue dispenser that is practical and easy to Chamomile, in June this year. Two
carry. The product is intended for situations outside the
SCA’s oldest mill
new scented products were also
home, such as on a picnic or in a boat. Market research launched at the same time. This means that Saba Con-
has shown that this kind of product is welcomed by
celebrates 350 years
fort liners and pads now come in three hypoallergenic
consumers. aromas: chamomile, jasmine and orange blossom.
As the tissue is stored in a bag made of polyester with SCA’s goal with this launch and relaunch is to become
a plastic backing, it stays clean and dry. The product is the aroma flagship in feminine protection category ■ Rembrandt was alive when SCA’s
refillable and can therefore be used many times. in Mexico. Aromas, natural essences and scented oldest mill was founded in 1657 in
The Edet Torky “on the go” will be available in a products are popular in Mexico and throughout Latin Holland. The SCA Packaging De
selected number of stores for a limited time. America. Hoop containerboard paper mill
celebrated its 350th anniversary on
May 11. SCA is committed to growing
rolls for easy access the business in the town of Eerbeek,
the Netherlands, contributing to the
SCA Tissue has developed a toilet The new Zewa Soft has a perfora- in combination with a softness sustainability of life and work in the
paper package that is easier to open. ted tear flap on the side that makes it upgrade in April 2007 and is sold community.
“Our Zewa Soft comfort opening easier to open the package, thus throughout Germany, Austria, SCA Packaging De Hoop obtained
specifically addresses consumer needs allowing easy roll-by-roll withdra- Switzerland and other countries. world-class status for energy consumption in a global
energy benchmark study in 2002 for the Royal Dutch
for convenient handling and mo- wal. The remaining rolls are stored Paper and Board Association by Finland’s Jaakko Pöyry
re comfort,” says Thomas Günther, hygienically in the package. Consulting.
marketing director of SCA Consumer The special comfort opening was “The site produces its own energy in a high-tech com-
Tissue Europe. “The idea arose from developed in cooperation with the bined heat and power plant, contributing with substantial
a project dealing with marketing to se- Meyer-Hentschel-Institut of investments in energy-saving projects in recent years to
niors. The product had to offer enhan- Saarbrücken, Germany, which lower consumption of energy and fossil fuel and reduced
CO2 emissions,” says Henk Lingbeek, managing director
ced convenience. Naturally, this pack- specializes in optimizing products of SCA Packaging De Hoop.
aging innovation offers added value to for seniors. SCA’s businesses in Eerbeek also include a corrugated
all other age groups as well.” The new Zewa Soft was launched box plant and a recycling organization.

26*SCA SHAPE [ 2 *2007 ] [ 2 *2007 ] SHAPE SCA *27

sca inside
Shape named Best Bigger diapers for
Newcomer Malaysian babies 8 shareholders on SCA Photo: Margareta Hed

SCA’s annual shareholders’ meeting was held at the beginning of
■ Shape, SCA’s maga- ■ SCA Hygiene South Asia has launched
SHAPE
A MAGAZINE FROM SCA ON TRENDS, MARKETS AND BUSINESS Nº 1 2007

April this year. It took place in Aula Magna at Stockholm University,
zine, has won the Drypers XXL, the first baby diaper brand in just outside Stockholm. Some 400 shareholders attended, and seve-
prestigious Golden Leaf BIG

(“Guldbladet”) award
CHAINS
BUILD
BRANDS
Malaysia to offer diapers in a bigger size in ral gave their answers to three quick questions:

Clean sweep
BLOGS CAPTURE
CONSUMERS’ for Best Newcomer the economy segment. The new, larger diaper 1. How long have you had shares in SCA?
has a better, more comfortable fit for big- 2. Why did you come to the annual meeting?
IMAGINATION

of the year.
OLYMPIC GOLD FOR   It was the seventh ger babies. Even the absorption capaci- 3. What do you think about SCA?
CHINA IN HYGIENE 2008

STRONG SAILING
year in a row that BABY DIAPERS ty is better. Agneta Gärdin Wulf, 67, Christopher Ödmann,
FOR WIND POWER
awards were given GO HIGH FASHION
Djursholm, Sweden 47, Stockholm, Sweden
COPPER POTS MAKE
STRONGER TREES
HOW TO KEEP
LOBSTER FRESH
Drypers is the leading diaper
to Sweden’s top 1. I got my shares from 1. My shareholding began
Sky-high patent numbers * Sustainable transport with CTI * Build it out of wood

EN01 omslag indd Sec3:7

customer, per- 3/5/2007 15:55:59
brand in Malaysia and Singa- my grandmother and with an inheritance in
sonnel and membership magazines pore, taking more than more than grandfather when I was 2002. Then I bought
by the Swedish Association of Cus- 25 percent of the market in both little. Then I gave them more.
to my daughter. About 20 years ago, I 2. You get more information at the an-
tom Publishers, representing the countries and about 15 percent bought my own SCA shares. I’m a part- nual meeting than in the annual report
customer magazine industry. of the market in Thailand. ner of SCA’s, because I own forests and and in newspapers. The statement from
In giving Shape the prestigious
award, the jury’s citation read:
Apart from these three core sell pine and spruce to SCA. the CEO is important.
2. It’s fun to see what happens to the 3. It’s interesting that SCA is a forest
“This magazine has a daring, markets, Drypers is al- trees. It’s fun to be here. company and that so many things can
humo-rous, attractive feel so exported to Vietnam, 3. It’s a shame that SCA got rid of its be made out of paper, like diapers, for
and a broad, exciting content. It is a South Africa, the Mal- energy division. I hope they keep their instance. The consumer angle is interes-
fresh newcomer that creates expecta- forests. ting and also the environmental issues.
dives, Indonesia, India,
tions that make the reader look forward If SCA doesn’t take environmental
Cambodia and Brunei. The Renate Köhne, 66, issues into consideration, then I don’t
to the next issue. The magazine will give a
global demand for Drypers has Best in test Nacka, Sweden want to keep my shares.
broader perspective to SCA’s image and 1. I bought shares for my
strengthen the brand.” boosted its production to more than SCA Graphic Sundsvall reports daughter’s account a Axel Gruvner, 87,
800 million pieces a year. favorable results for environment, month ago, so I’m here in Stockholm and
her place. Värmland, Sweden
health, safety and energy during 2006. 2. I’m here because I want to know 1. I’ve owned shares for a

recent investment decisions A new recovery boiler in Östrand, a
new flue-gas condensation plant in
whether there’s anything new. It’s nice
here. And then I want to hear how much
the directors earn.
long time. I’ve worked in
the forest industry.
2. It’s interesting to meet people I
FEBRUARy The purchase price of EUR 512 million stake in Vinda provides a good oppor- Ortviken, certification in accordance 3. I want to know more about SCA. know, and I get good information.
will be paid in cash. Annual net sales are tunity for SCA to establish an important with the Swedish standard for energy 3. SCA is a good company. The mo-
SCA invests USD 145 million in a new tis- close to EUR 500 million. The EBITDA position in the fast-growing Chinese Hans Hedberg, 81,
sue paper machine for Barton, Alabama, margin is on a par with SCA’s total tissue tissue market,” says Jan Åström, CEO. management systems and better Stockholm, Sweden
ney has grown. I give shares to my
grandchildren.
USA.“This investment in Barton is key to operations. Synergies are expected to “We will be part owner in a profitable reporting of incidents are just a few of 1. I’ve had shares for 10
the development of our business in the be considerable. and fast-growing company with modern the initiatives that are already or 20 years. I’ve had con- Gerd Strandell, 67,
fast-growing Southeast region. With a The acquisition is subject to approval assets and a strong brand.” tacts with SCA through Stockholm, Sweden
from the relevant authorities. The acquisition follows SCA’s strategy
producing positive effects and will my job. 1. I got my shares when
fully integrated facility in Barton, we will
be able to further improve our service to grow in China. The Vinda brand is continue to do so. 2. I usually go to the annual meeting. I was a child. Then I sold
levels and deliver more consistent qua- SCA and Godrej Consumer Products seen as one of the strongest Tissue “At Ortviken, oil consumption You learn about the company here. It’s them but bought them
Limited form a joint venture to manu- brands in China, the second-largest tis- interesting when they present the an- back again.
lity to our customers in the region. The
facture and market sanitary napkins sue market in the world.
and emissions were the lowest in
investment will mean significant cost sav- nual report. 2. It’s interesting to be at the annual
ings once it is operational,” says Thomas and baby diapers in India, Nepal and The purchase price is set at 366 mil- modern times,” says Roine Morin, 3. It’s a stable, well-managed com- meeting. I’m a chemist and know the
Wulkan, president of SCA Americas. Bhutan. Godrej SCA Hygiene Limited lion yuan, or SEK 330 million. environmental manager, SCA Forest pany. The management is smart. It’s business. I really want to see how the
is being set up with an equity capital important to have good management. money is being managed.
Products. “The efficient combustion
MARch of 200 million rupees (SEK 32 million)
through equal investments by both
APRIL technology in Östrand’s new Ulf Ernow, 59,
3. No comment.

SCA is to acquire Procter & Gamble’s parents. Godrej Consumer Products Expansion investments in two plants in recovery boiler also reduces emis- Stockholm, Sweden Annemai Berggren, 60,
entire European tissue operations Limited is one of India’s fastest-growing Poland (approximately EUR 7 million in 1. I have a general interest Sandviken, Sweden
sions of dust, nitrogen oxides and in shares. I bought my 1. I have shares in
including a number of well-known and companies in the field of fast-moving each plant) and one in Romania (EUR
strong brands. This acquisition is an consumer goods. 10 million), together with two new sulphur from the plant.” In 2006, first shares way back in different companies.
important step in improving profitability ”The joint venture gives us a great corrugated board plants in China (in IVL Swedish Environmental Research the 1960’s with my first I’ve had shares in SCA
student loan. for 8 or 10 years.
in SCA’s European consumer tissue platform for entering the Indian market Nanjing USD 12 million and in Suzhou Institute’s laboratory performed a 2. There are a lot of formalities at the 2. I’m in Stockholm to celebrate my
operations. SCA intends to expand its with our successful consumer prod- USD 20 million). These investments
product offering of brands and supply ucts,” says Gunnar Johansson, president mark yet another step in SCA’s plans to
chemical-biological characterization annual meeting, but it’s interesting to grandson’s birthday, and I took the
of quality private-label products as well of SCA Personal Care. capture market shares in some of the of Östrand’s wastewater. hear the CEO’s speech. opportunity to bring him along to the
3. SCA is a good company but it’s a annual meeting, as a study visit.
as strengthen product development largest growth markets in the world. “The results were the best ever
based on an awareness of consumer SCA acquires 20 percent of Chinese For more details about the investments tough industry. It’s reliant on how the 3. SCA is a well-known company where I
measured in wastewater from a economy is doing. come from in northern Sweden.
needs. tissue company Vinda. “Acquisition of a read press releases at www.sca.com.
forest-products plant,” Morin says.

28*SCA SHAPE [ 2 *2007 ] [ 2 *2007 ] SHAPE SCA *29

sca inside
Shape named Best Bigger diapers for
Newcomer Malaysian babies 8 shareholders on SCA Photo: Margareta Hed

SCA’s annual shareholders’ meeting was held at the beginning of
■ Shape, SCA’s maga- ■ SCA Hygiene South Asia has launched
SHAPE
A MAGAZINE FROM SCA ON TRENDS, MARKETS AND BUSINESS Nº 1 2007

April this year. It took place in Aula Magna at Stockholm University,
zine, has won the Drypers XXL, the first baby diaper brand in just outside Stockholm. Some 400 shareholders attended, and seve-
prestigious Golden Leaf BIG

(“Guldbladet”) award
CHAINS
BUILD
BRANDS
Malaysia to offer diapers in a bigger size in ral gave their answers to three quick questions:

Clean sweep
BLOGS CAPTURE
CONSUMERS’ for Best Newcomer the economy segment. The new, larger diaper 1. How long have you had shares in SCA?
has a better, more comfortable fit for big- 2. Why did you come to the annual meeting?
IMAGINATION

of the year.
OLYMPIC GOLD FOR   It was the seventh ger babies. Even the absorption capaci- 3. What do you think about SCA?
CHINA IN HYGIENE 2008

STRONG SAILING
year in a row that BABY DIAPERS ty is better. Agneta Gärdin Wulf, 67, Christopher Ödmann,
FOR WIND POWER
awards were given GO HIGH FASHION
Djursholm, Sweden 47, Stockholm, Sweden
COPPER POTS MAKE
STRONGER TREES
HOW TO KEEP
LOBSTER FRESH
Drypers is the leading diaper
to Sweden’s top 1. I got my shares from 1. My shareholding began
Sky-high patent numbers * Sustainable transport with CTI * Build it out of wood

EN01 omslag indd Sec3:7

customer, per- 3/5/2007 15:55:59
brand in Malaysia and Singa- my grandmother and with an inheritance in
sonnel and membership magazines pore, taking more than more than grandfather when I was 2002. Then I bought
by the Swedish Association of Cus- 25 percent of the market in both little. Then I gave them more.
to my daughter. About 20 years ago, I 2. You get more information at the an-
tom Publishers, representing the countries and about 15 percent bought my own SCA shares. I’m a part- nual meeting than in the annual report
customer magazine industry. of the market in Thailand. ner of SCA’s, because I own forests and and in newspapers. The statement from
In giving Shape the prestigious
award, the jury’s citation read:
Apart from these three core sell pine and spruce to SCA. the CEO is important.
2. It’s fun to see what happens to the 3. It’s interesting that SCA is a forest
“This magazine has a daring, markets, Drypers is al- trees. It’s fun to be here. company and that so many things can
humo-rous, attractive feel so exported to Vietnam, 3. It’s a shame that SCA got rid of its be made out of paper, like diapers, for
and a broad, exciting content. It is a South Africa, the Mal- energy division. I hope they keep their instance. The consumer angle is interes-
fresh newcomer that creates expecta- forests. ting and also the environmental issues.
dives, Indonesia, India,
tions that make the reader look forward If SCA doesn’t take environmental
Cambodia and Brunei. The Renate Köhne, 66, issues into consideration, then I don’t
to the next issue. The magazine will give a
global demand for Drypers has Best in test Nacka, Sweden want to keep my shares.
broader perspective to SCA’s image and 1. I bought shares for my
strengthen the brand.” boosted its production to more than SCA Graphic Sundsvall reports daughter’s account a Axel Gruvner, 87,
800 million pieces a year. favorable results for environment, month ago, so I’m here in Stockholm and
her place. Värmland, Sweden
health, safety and energy during 2006. 2. I’m here because I want to know 1. I’ve owned shares for a

recent investment decisions A new recovery boiler in Östrand, a
new flue-gas condensation plant in
whether there’s anything new. It’s nice
here. And then I want to hear how much
the directors earn.
long time. I’ve worked in
the forest industry.
2. It’s interesting to meet people I
FEBRUARy The purchase price of EUR 512 million stake in Vinda provides a good oppor- Ortviken, certification in accordance 3. I want to know more about SCA. know, and I get good information.
will be paid in cash. Annual net sales are tunity for SCA to establish an important with the Swedish standard for energy 3. SCA is a good company. The mo-
SCA invests USD 145 million in a new tis- close to EUR 500 million. The EBITDA position in the fast-growing Chinese Hans Hedberg, 81,
sue paper machine for Barton, Alabama, margin is on a par with SCA’s total tissue tissue market,” says Jan Åström, CEO. management systems and better Stockholm, Sweden
ney has grown. I give shares to my
grandchildren.
USA.“This investment in Barton is key to operations. Synergies are expected to “We will be part owner in a profitable reporting of incidents are just a few of 1. I’ve had shares for 10
the development of our business in the be considerable. and fast-growing company with modern the initiatives that are already or 20 years. I’ve had con- Gerd Strandell, 67,
fast-growing Southeast region. With a The acquisition is subject to approval assets and a strong brand.” tacts with SCA through Stockholm, Sweden
from the relevant authorities. The acquisition follows SCA’s strategy
producing positive effects and will my job. 1. I got my shares when
fully integrated facility in Barton, we will
be able to further improve our service to grow in China. The Vinda brand is continue to do so. 2. I usually go to the annual meeting. I was a child. Then I sold
levels and deliver more consistent qua- SCA and Godrej Consumer Products seen as one of the strongest Tissue “At Ortviken, oil consumption You learn about the company here. It’s them but bought them
Limited form a joint venture to manu- brands in China, the second-largest tis- interesting when they present the an- back again.
lity to our customers in the region. The
facture and market sanitary napkins sue market in the world.
and emissions were the lowest in
investment will mean significant cost sav- nual report. 2. It’s interesting to be at the annual
ings once it is operational,” says Thomas and baby diapers in India, Nepal and The purchase price is set at 366 mil- modern times,” says Roine Morin, 3. It’s a stable, well-managed com- meeting. I’m a chemist and know the
Wulkan, president of SCA Americas. Bhutan. Godrej SCA Hygiene Limited lion yuan, or SEK 330 million. environmental manager, SCA Forest pany. The management is smart. It’s business. I really want to see how the
is being set up with an equity capital important to have good management. money is being managed.
Products. “The efficient combustion
MARch of 200 million rupees (SEK 32 million)
through equal investments by both
APRIL technology in Östrand’s new Ulf Ernow, 59,
3. No comment.

SCA is to acquire Procter & Gamble’s parents. Godrej Consumer Products Expansion investments in two plants in recovery boiler also reduces emis- Stockholm, Sweden Annemai Berggren, 60,
entire European tissue operations Limited is one of India’s fastest-growing Poland (approximately EUR 7 million in 1. I have a general interest Sandviken, Sweden
sions of dust, nitrogen oxides and in shares. I bought my 1. I have shares in
including a number of well-known and companies in the field of fast-moving each plant) and one in Romania (EUR
strong brands. This acquisition is an consumer goods. 10 million), together with two new sulphur from the plant.” In 2006, first shares way back in different companies.
important step in improving profitability ”The joint venture gives us a great corrugated board plants in China (in IVL Swedish Environmental Research the 1960’s with my first I’ve had shares in SCA
student loan. for 8 or 10 years.
in SCA’s European consumer tissue platform for entering the Indian market Nanjing USD 12 million and in Suzhou Institute’s laboratory performed a 2. There are a lot of formalities at the 2. I’m in Stockholm to celebrate my
operations. SCA intends to expand its with our successful consumer prod- USD 20 million). These investments
product offering of brands and supply ucts,” says Gunnar Johansson, president mark yet another step in SCA’s plans to
chemical-biological characterization annual meeting, but it’s interesting to grandson’s birthday, and I took the
of quality private-label products as well of SCA Personal Care. capture market shares in some of the of Östrand’s wastewater. hear the CEO’s speech. opportunity to bring him along to the
3. SCA is a good company but it’s a annual meeting, as a study visit.
as strengthen product development largest growth markets in the world. “The results were the best ever
based on an awareness of consumer SCA acquires 20 percent of Chinese For more details about the investments tough industry. It’s reliant on how the 3. SCA is a well-known company where I
measured in wastewater from a economy is doing. come from in northern Sweden.
needs. tissue company Vinda. “Acquisition of a read press releases at www.sca.com.
forest-products plant,” Morin says.

28*SCA SHAPE [ 2 *2007 ] [ 2 *2007 ] SHAPE SCA *29
Camera
Good-looking design toilets, as they
are called, are surprisingly hard to find,
both in stores and in décor magazines.
Strangely enough, most bathroom
décor articles in glossy magazines
avoid showing photos of toilets, as
if rich people didn’t have one of our
In an era when
most basic needs. One of the best-
few rooms
looking toilets without a doubt is this
are private,
floor-standing model, part of Stefano
the bathroom
Giovannoni’s bathroom series “Il
will soon be
Bagno.” He designed it for Alessi in
the only place
2003. A washbasin, bidet and bathtub
where we can
are also available in the series.
truly be totally
alone.

private
photo: istockphoto
photo: pixelio.de
An ancient toilet in the city of Ephe-
sus in present-day Turkey.

absolutely by per öqvist

There is no place as private as year-old toilet was found, made of city buildings. Sewage usually ran coming increasingly exciting in
the bathroom – and still so strangely two flat stones with water running right into nearby water sources. terms of design. In public settings,
taboo. In countless home décor ar- between them. The environment both indoors and more and more money is also being
ticles about bathrooms, with every- The modern toilet, or more pre- outdoors quickly improved, and invested in exclusive toilets, which Clean, simple and
thing from classic and beautiful to cisely the dry privy, was born when the number of illnesses fell dra- are meant to make an impression good-looking at a rest
minimalist and high-tech, the toilet people realized that a receptacle matically. on visitors. stop on the German
Autobahn.
is rarely shown. Yet it’s here that we could be put under the toilet seat. Nowadays toilet paper is avail- photo : pixelio.de
see to our needs, read a newspaper For royalty, the seat was covered in In the 1980s, the media made able in many different textures,
or contemplate life. velvet. fun of a Swedish research paper prices and colors – the latest trend
In an era when few rooms are The homes of the rich often had on a topic about how a bathroom is black toilet paper! Another de-
private – more and more, we are annexes built with a hole over a should be equipped to make it as picts printed money.
being monitored by tiny, discreet man-made channel. Moats at that easy to clean as possible. One piece When will the morning paper be
cameras – the bathroom will soon time served more than one purpose of advice was to mount the toilet on printed on toilet paper? After all, Alessi’s Merdolino toilet brush,
be the only place where we can tru- and were not nice to take a tumble the wall. we do sit there and read… in the form of a stylized plant,


ly be totally alone. into. In the 2000’s, well-known de- Ladies and gentlemen, please en- is reminis cent of the world of
comic books. A modern, beloved
The toilet is not a new invention. Not until the early 20th century signers have created their own ter the secret room. ▲ design classic from 1993 by Ste-
In excavations in Egypt, a 5,000- were water toilets included in the bathroom series, with toilets be- fano Giovannoni.

30*SCA SHAPE [ 2 *2007 ] [ 2 *2007 ] SHAPE SCA *31
Camera
Good-looking design toilets, as they
are called, are surprisingly hard to find,
both in stores and in décor magazines.
Strangely enough, most bathroom
décor articles in glossy magazines
avoid showing photos of toilets, as
if rich people didn’t have one of our
In an era when
most basic needs. One of the best-
few rooms
looking toilets without a doubt is this
are private,
floor-standing model, part of Stefano
the bathroom
Giovannoni’s bathroom series “Il
will soon be
Bagno.” He designed it for Alessi in
the only place
2003. A washbasin, bidet and bathtub
where we can
are also available in the series.
truly be totally
alone.

private
photo: istockphoto
photo: pixelio.de
An ancient toilet in the city of Ephe-
sus in present-day Turkey.

absolutely by per öqvist

There is no place as private as year-old toilet was found, made of city buildings. Sewage usually ran coming increasingly exciting in
the bathroom – and still so strangely two flat stones with water running right into nearby water sources. terms of design. In public settings,
taboo. In countless home décor ar- between them. The environment both indoors and more and more money is also being
ticles about bathrooms, with every- The modern toilet, or more pre- outdoors quickly improved, and invested in exclusive toilets, which Clean, simple and
thing from classic and beautiful to cisely the dry privy, was born when the number of illnesses fell dra- are meant to make an impression good-looking at a rest
minimalist and high-tech, the toilet people realized that a receptacle matically. on visitors. stop on the German
Autobahn.
is rarely shown. Yet it’s here that we could be put under the toilet seat. Nowadays toilet paper is avail- photo : pixelio.de
see to our needs, read a newspaper For royalty, the seat was covered in In the 1980s, the media made able in many different textures,
or contemplate life. velvet. fun of a Swedish research paper prices and colors – the latest trend
In an era when few rooms are The homes of the rich often had on a topic about how a bathroom is black toilet paper! Another de-
private – more and more, we are annexes built with a hole over a should be equipped to make it as picts printed money.
being monitored by tiny, discreet man-made channel. Moats at that easy to clean as possible. One piece When will the morning paper be
cameras – the bathroom will soon time served more than one purpose of advice was to mount the toilet on printed on toilet paper? After all, Alessi’s Merdolino toilet brush,
be the only place where we can tru- and were not nice to take a tumble the wall. we do sit there and read… in the form of a stylized plant,


ly be totally alone. into. In the 2000’s, well-known de- Ladies and gentlemen, please en- is reminis cent of the world of
comic books. A modern, beloved
The toilet is not a new invention. Not until the early 20th century signers have created their own ter the secret room. ▲ design classic from 1993 by Ste-
In excavations in Egypt, a 5,000- were water toilets included in the bathroom series, with toilets be- fano Giovannoni.

30*SCA SHAPE [ 2 *2007 ] [ 2 *2007 ] SHAPE SCA *31
camera
Left: People will disagree whether
this graceful Art Nouveau creation is
French elegance at its best or pure
Right: The beautiful form of the toilet kitsch. It can be given a test run at the
has inspired many artists. Here, photo exclusive store Maison Belle Epoque,
art by Mikael Andersson. known for its fine furniture and
select art.
Below: A typical dry privy found in most
summer cabins in Sweden. Below: More facilities will soon be
needed along this 4,000-mile-long wall.
The bathroom at the restaurant Mirador
César Manrique on the island of La This portable toilet can be placed
Gomera has been named by the British anywhere.
Guardian Unlimited “the world’s best
view from a lavatory.” La Gomera is
one of the smaller and more charming
Canary Islands. The bathroom has a
panoramic window over the Valle Gran
Rey valley.
photo: sören colbing/ims

photo: mikael andersson/mira photo: doug scott/scanpix photo: magnus wahman/ims

Black is in. Nothing is
trendier in the bathroom
right now than black toilet
paper. If you’re bold enough
to have black toilet paper
photo: roger ressmeyer/scanpix
photo: martin siepmann/scanpix

in your guest bathroom,
you’ll definitely give your
guests something to talk
about at dinner.
At Arlanda Airport, the typical verdant meadows of Sweden in summer
are far away. When new urinals were installed in Terminal 5 at Arlanda,
an attempt was made to instead create the same feeling through art.
Left: When astronaut Christer Fugelsang returned to Earth after beco-
ming the first Swede in space, the most frequent question he got was
how people took care of their natural needs in total weightlessness.
Here’s an example of what the toilet on a spaceship looks like.

32*SCA SHAPE [ 2 *2007 ] [[22**2006
2007 ] SHAPE SCA *33
camera
Left: People will disagree whether
this graceful Art Nouveau creation is
French elegance at its best or pure
Right: The beautiful form of the toilet kitsch. It can be given a test run at the
has inspired many artists. Here, photo exclusive store Maison Belle Epoque,
art by Mikael Andersson. known for its fine furniture and
select art.
Below: A typical dry privy found in most
summer cabins in Sweden. Below: More facilities will soon be
needed along this 4,000-mile-long wall.
The bathroom at the restaurant Mirador
César Manrique on the island of La This portable toilet can be placed
Gomera has been named by the British anywhere.
Guardian Unlimited “the world’s best
view from a lavatory.” La Gomera is
one of the smaller and more charming
Canary Islands. The bathroom has a
panoramic window over the Valle Gran
Rey valley.
photo: sören colbing/ims

photo: mikael andersson/mira photo: doug scott/scanpix photo: magnus wahman/ims

Black is in. Nothing is
trendier in the bathroom
right now than black toilet
paper. If you’re bold enough
to have black toilet paper
photo: roger ressmeyer/scanpix
photo: martin siepmann/scanpix

in your guest bathroom,
you’ll definitely give your
guests something to talk
about at dinner.
At Arlanda Airport, the typical verdant meadows of Sweden in summer
are far away. When new urinals were installed in Terminal 5 at Arlanda,
an attempt was made to instead create the same feeling through art.
Left: When astronaut Christer Fugelsang returned to Earth after beco-
ming the first Swede in space, the most frequent question he got was
how people took care of their natural needs in total weightlessness.
Here’s an example of what the toilet on a spaceship looks like.

32*SCA SHAPE [ 2 *2007 ] [[22**2006
2007 ] SHAPE SCA *33
We let an expert test
shaping a view

Goals and completion

Daniel Solberg
On the basis of recommendations of the SCA Water

our super soft nappy.
Network, SCA has formulated its water manage-
ment commitments for the period 2005 to 2010 as
Process engineer who has led the SCA Water Network since 2004. a 15 percent reduction of specific water consump-
tion and a 30 percent reduction of organic con-
tent in effluents. The water network is made up of
European representatives from each of the Tissue,
“water management is a key Packaging and Forest Products business areas.
environmental objective for SCA.”

WATER NETWORK

w
with CLEAR TARGETS
ater is one of the earth’s key resour- tively inexpensive. The investments needed are modest
ces. If you Google the word “water,” and the know-how already exists within SCA.
you get 962 million hits – a clear sign The second objective – to make sure the water is as clean
that water is a vital part of everyday as possible – is inherently a more expensive operation,
life and a scarce item in many parts of since it represents large investments in purification equip-
the world. As a consequence, water distribution and water ment. However, there are clear links between the two ob-
management have become a global political issue, some- jectives.
thing that is evident in the many water-related initiatives It is important to do the right things in the right order.
from the UN, the EU and other bodies. If you reduce the quantity of water in the production pro-
Water is also a key element in the production of pulp cess – which is not all that difficult to do – you will also
and paper. From an SCA perspective, this makes water reduce the required size of your purification plant. As a
management a key environmental objective for the Group, result, you can minimize the investment needed without
alongside the reduction of carbon dioxide emissions and compromising the quality of water purification. ▲
use of non-controversial wood sources.
In order to review the status of water management and
identify improvements from an environmental as well as a
business perspective, the Group has set up the SCA Water
Network.
As a large, global company, SCA has considerable inter-
nal experience and expertise in this area. One of the net- Treasures Ultra. Soft, snug-fit for ultra comfort.
work’s tasks was therefore to benchmark plants to identify
At Treasures®, we understand you want a nappy that is not only absorbent with excellent leakage protection but also
best practice within the Group and to seek out people with
extra soft and comfortable on your baby’s sensitive skin. That’s why our newborn sizes are made from super-soft
key knowledge.
materials and are specially designed with our unique Rapid Flow Liner, which quickly draws liquid away from your
The objectives were to reduce the quantity of water in
baby’s skin to keep them dry and comfortable.
the production processes and ensure that the effluent wa-
ter is as clean as possible.
Treasures Rapid Flow Liner quickly draws moisture away from baby’s skin.

We discovered that our plants in Spain and Italy, Super absorbent Treasures Drycore locks wetness away. 4
as well as our plant in Arizona in the United States, were
excelling in this field. People in these areas are accustomed Soft breathable sides allow air to circulate.
3
to a limited supply of water, which is reflected in the ef- Soft snug-fit waistband for custom fit.
photo: sven eketrä

ficient way they operate their plants. If we can implement 1 5
2
practices from these plants in other plants in our Group, Extra soft outer cover for our softest nappy ever!
much will be achieved.
From a financial perspective this is good news. Reduc-
ing the amount of water in the production process is rela-

34*SCA SHAPE [ 2 *2007 ]

C4567UNBFP
We let an expert test
shaping a view

Goals and completion

Daniel Solberg
On the basis of recommendations of the SCA Water

our super soft nappy.
Network, SCA has formulated its water manage-
ment commitments for the period 2005 to 2010 as
Process engineer who has led the SCA Water Network since 2004. a 15 percent reduction of specific water consump-
tion and a 30 percent reduction of organic con-
tent in effluents. The water network is made up of
European representatives from each of the Tissue,
“water management is a key Packaging and Forest Products business areas.
environmental objective for SCA.”

WATER NETWORK

w
with CLEAR TARGETS
ater is one of the earth’s key resour- tively inexpensive. The investments needed are modest
ces. If you Google the word “water,” and the know-how already exists within SCA.
you get 962 million hits – a clear sign The second objective – to make sure the water is as clean
that water is a vital part of everyday as possible – is inherently a more expensive operation,
life and a scarce item in many parts of since it represents large investments in purification equip-
the world. As a consequence, water distribution and water ment. However, there are clear links between the two ob-
management have become a global political issue, some- jectives.
thing that is evident in the many water-related initiatives It is important to do the right things in the right order.
from the UN, the EU and other bodies. If you reduce the quantity of water in the production pro-
Water is also a key element in the production of pulp cess – which is not all that difficult to do – you will also
and paper. From an SCA perspective, this makes water reduce the required size of your purification plant. As a
management a key environmental objective for the Group, result, you can minimize the investment needed without
alongside the reduction of carbon dioxide emissions and compromising the quality of water purification. ▲
use of non-controversial wood sources.
In order to review the status of water management and
identify improvements from an environmental as well as a
business perspective, the Group has set up the SCA Water
Network.
As a large, global company, SCA has considerable inter-
nal experience and expertise in this area. One of the net- Treasures Ultra. Soft, snug-fit for ultra comfort.
work’s tasks was therefore to benchmark plants to identify
At Treasures®, we understand you want a nappy that is not only absorbent with excellent leakage protection but also
best practice within the Group and to seek out people with
extra soft and comfortable on your baby’s sensitive skin. That’s why our newborn sizes are made from super-soft
key knowledge.
materials and are specially designed with our unique Rapid Flow Liner, which quickly draws liquid away from your
The objectives were to reduce the quantity of water in
baby’s skin to keep them dry and comfortable.
the production processes and ensure that the effluent wa-
ter is as clean as possible.
Treasures Rapid Flow Liner quickly draws moisture away from baby’s skin.

We discovered that our plants in Spain and Italy, Super absorbent Treasures Drycore locks wetness away. 4
as well as our plant in Arizona in the United States, were
excelling in this field. People in these areas are accustomed Soft breathable sides allow air to circulate.
3
to a limited supply of water, which is reflected in the ef- Soft snug-fit waistband for custom fit.
photo: sven eketrä

ficient way they operate their plants. If we can implement 1 5
2
practices from these plants in other plants in our Group, Extra soft outer cover for our softest nappy ever!
much will be achieved.
From a financial perspective this is good news. Reduc-
ing the amount of water in the production process is rela-

34*SCA SHAPE [ 2 *2007 ]

C4567UNBFP
Mästare på exponering.
Swedish ad presenting SCA Packaging
as a “Master of exposure. Outdoors as
well as inside the store”.

Såväl ute...

...som inne.
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Både i butiken och ute på gatan.

SCA PACKAGING SWEDEN AB
DIVISION DISPLAY
Box 760, 601 17 NORRKÖPING
Telefon 011-28 03 00 . Fax 011-31 39 80
E-post display.info@sca.com