SCA Receives Product of the Year Award in Russia for Zewa 3-Ply Tissue
Jan. 13, 2012 - SCA has for the seventh year in a row received the Product of the Year award in Russia for Zewa toilet paper. SCA has also been awarded for the first time for the Zewa handkerchiefs. This success goes line in line with sales increase for both product categories.
“We are especially proud to receive this prestigious award in the hanky category, as this is a relatively new category for the Russian consumers,” said Peter Steiner, Marketing Director at SCA for consumer goods in Eastern Europe.
SCA said that it during 20112 it worked at shifting the consumers’ preferences towards the more premium Zewa Deluxe 3-ply toilet paper. The company launched a national promotional campaign “For those who want more!” to support Zewa Deluxe tissue and it proved to be very successful. Not only did it increase sales volume of Zewa Deluxe 3-ply toilet paper, it also strengthened the consumer brand loyalty to Zewa.
The Product of the Year award is given in the product categories that are frequently purchased at the retail chains. To select the finalists, an independent rating agency tracks the demand dynamics throughout the year based on ComCon and Nielsen data and other research companies.