Weyerhaeuser

website: weyerhaeuser.com

Challenge
Weyerhaeuser’s Cellulose Fibers division is the industry-leader in developing new fibers for textiles. The integration of cellulose fiber into today’s textiles is the reason for their strength, attractiveness and absorbance. The uses for pulp in textile manufacturing are extensive; books, newspapers, upholstery, toothpaste, diapers, ice cream and clothing are just a few examples.

Consumers expect certain performance requirements and features in their absorbent products. They want baby diapers that don’t leak and adult and feminine hygiene products that are thin and flexible for active lifestyles. Weyerhaeuser fibers enable these products to effectively perform. New, innovative solutions are discovered at the Weyerhaeuser Technology Center every day. PearlTM Pulp is one of those new products.

Insight
Weyerhaeuser created PearlTM Pulp as an outstanding substitute for dissolving pulp for viscose rayon applications allowing manufacturers to keep their costs down as it can replace up to 15% of the dissolving pulp used in a typical rayon blend, with better composition and quality. However, Weyerhaeuser already supplied the Rayon market and wanted to make the most of this innovative development.

Solution
Before going to market, Weyerhaeuser worked with us to select which markets to focus on, build differentiated value propositions by market, select beta test sites, create early product demand, increase iterative learnings, build partnerships and develop a pre-launch brand and marketing campaign.
Following the market positioning strategy, we created a clean, concise identity to reflect the product benefits of nature, strength and quality and designed a unique “sales pack” in which samples of the PearlTM product could be sent to customers. We also designed accompanying literature to support the product and enable customers to easily understand the benefits of using PearlTM ahead of its competition.

Results
Weyerhaeuser has successfuly launched PearlTM and, based on the uptake success, is now looking into creating brand identities, sales packs and sampling kits for the rest of its portfolio. We recently created the identity for an innovative new manufacturing process, LyowebTM, which provides self-bonding fibers to create nonwoven material in just one step, as we begin to help Weyerhaeuser build a valuable brand portfolio.