B-to-B Brand SCA Uses Ocean Race to Update Perceptions
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The Volvo Ocean Race is a grueling nine-month circumnavigation of the globe through some of the world’s most treacherous seas. When the every-third-year race begins this October, Team SCA will be the first all-women team to enter in more than 10 years.
Team who? SCA is a $14 billion company active in 100 countries, yet it is relatively unknown. The race is an opportunity to broaden brand recognition for a primarily business-to-business marketer of tissue, napkins, feminine care and incontinence products. Its two main U.S. brands are Tork napkins, towels and tissues used mostly commercially in offices, schools and restaurants, and Tena incontinence-care products used by consumers and in health-care facilities.
Bringing together an all-female team was an intentional and brand-driven choice by SCA, whose end-product users are 80% women.
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