Georgia-Pacific

Client Brief

Georgia-Pacific is one of the world’s leading makers of tissue, pulp, paper, packaging, building products and related chemicals with venerable brands, such as Brawny® paper towels, Quilted Northern® bath tissue and Dixie® cups and tableware.

 

Our work with Georgia-Pacific Professional focused on opening of the dental market, which represented a quarter billion opportunity for the company. Aside from developing the business case for market entry, we developed an integrated brand market entry plan across media that introduced to introduce Georgia Pacific to the dental market and position its as leaders in infection control, indispensable and essential to the dental office.

Ideas

Build on Georgia-Pacific Professional’s rich product heritage in the healthcare sector. Partner with industry insiders and build the business case for the product to drive credibility, sales and brand footprint. Develop and implement an integrated, cross-channel communications plan centered on digital assets. Engage customers and sales channels via social engagements, and then drive to sales automation and direct sales.

Results

Georgia-Pacific Professional’s hygiene products have quickly been recognized within the industry. Industry influencers are buzzing about the products and the brand in less than 1 year of time. We built the brand story around Georgia-Pacific Professional’s rich healthcare heritage and partnered with well-recognized industry names to set the crucial foundation for the brand value.

Engagement Details

  • Integrated global marketing and PR strategy
  • Brand positioning
  • Social / Digital Strategies
  • Sales support strategies
  • Reputation management
  • Media buying & placement
  • Creative services across channels