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AMAGASIN
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SCA
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TRENDER,
TRENDS,MARKNADER
MARKETS AND
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BUSINESS
AFFÄRERNº3
Nº2007
2 2007

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THE ECO-LABEL A in pictu

EXPLOSION KATHRYN LLEWELLYN

EASY TO OPEN OR FIGHTS FOR AFRICAN
HARD TO STEAL? WOMEN’S RIGHTS
South America expands * Scotch whisky by the box * SCA has new CEO

EN_SHAPE_307_01_omslag.indd 1 9/24/2007 09:05:49

 Contents Nº3 2007

Over a thousand
people in Sweden
were infected with
the MRSA bacteria in
2006. This is how the
dangerous bacteria
looks close up.
6

STOP THE
SPREAD OF MRSA:
WASH
YOUR HANDS.

EN_SHAPE_307_02_innhåll.indd 2 9/21/2007 14:51:00

 ▲
04 SHAPE UP
What country has the most trees to hug?
And what do the Chinese like to buy the most?
16 Read more in Shape up.
06 SHAPE COVER
The MRSA bacteria is resistant to antibiotics, and
infects an increasing number of patients worldwide.
Clean hands are the best prevention.
14 TREND
Shape gives you whisky that tastes of Scotland,
guides you through the eco-labeling jungle and
explains why some packages are hard to open.
20 PROFILE
Meet Kathryn Llewellyn, campaigns manager
for ACTSA, which supplies women in Zimbabwe
with once hard-to-come-by sanitary towels.
24 TECHNOLOGY
Fourth-generation paper is here and it can
talk back to you.
26 SCA INSIDE
Read about Jan Johansson, the new CEO for
SCA, and Johan Karlsson, the new IR manager.
30 CAMERA
SCA has a multitude of faces. Check out just a few
of many examples from the multifaceted company
on page 30.
34 CAPITAL MARKET DAY

20 Growth in the Americas was the key phrase

at SCA’s Investor Day in New York.

24 SCA Shape is a magazine from SCA Address SCA,

Corporate Communications, Box 7827,
103 97 Stockholm Telephone +46 8 788 5100
Fax +46 8 678 8130 Publisher Bodil Eriksson
Managing editor Anna Selberg
Editorial Anna Selberg, SCA and Göran Lind, Kristin
Päeva, Appelberg Design Tone Knibestöl and Mats
Wester, Appelberg Printer Sörmlands Grafiska
Quebecor AB, Katrineholm Cover photo Jens Hällqvist
SCA Shape is published in Swedish and English. The
contents are printed on GraphoCote 80 gram from SCA
Forest Products. Reproduction only by permission of
SCA Corporate Communications. The opinions expressed

30 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.

[ 3*2007 ] SHAPE SCA *3

EN_SHAPE_307_02_innhåll.indd 3 9/24/2007 10:14:58

 SHAPE UP

■ Jewelry is at the top of

the list and cell phones at
the bottom when China’s
National Bureau of
Statistics (NBS) reports
sales increases in different
product groups in the
Chinese retail trade.

CHINA LOVES SHOPPING!

and this is what they prefer to buy
Increase in August from previous year (percent):

JEWELRY 53.3

MEAT, EGGS AND POULTRY 45.2

GRAIN AND COOKING OIL 44

AUTOMOBILES 42.3

LEISURE ACCESSORIES 30

FURNITURE 29.5

BUILDING MATERIALS 27.1

ILLUSTRATION: ISTOCKPHOTO
HYGIENE & INTIMATE ITEMS 26.2
HIGHER COST FOR
CLOTHES 25.7
CHINESE GOODS
COSMETICS 23.7
■ After controversies in
OFFICE MATERIALS 19.7 Europe and the US over
inadequate product safety,
HOUSEHOLD APPLIANCES 19.2 particularly with Chinese
toys, a general price
PHOTO: ISTOCKPHOTO

OIL AND OIL PRODUCTS 15.4

increase for products
TELECOM EQUIPMENT 5.3 made in China is expected.
SOURCE: NBS
0 10 20 30 40 50 60 “For consumers in the
US, the big sale that’s been
under way for 20 years is
almost over,” Andy Xie,
India tops the list of hot markets former head economist for
Morgan Stanley in Asia,
told the Los Angeles
Times.
ACCORDING TO THE CONSULTANCY firm AT “Costs in China are on
COUNTRY GRDI* SCORE
Kearney, the market for retail shopping is growing the rise. Consumers will
1 India 92 have to get used to this.”
between 25 and 30 percent in India and 13 percent in
According to US statistics,
Russia and China. India is the hottest country on the 2 Russia 89 the cost of imports from
company’s list of new markets with tremendous China rose 0.4 percent in
3 China 86
potential. Scores and rankings are calculated based on June, the largest single
business country risk (25 percent), market attractive- 4 Vietnam 74 price increase since
ness (25 percent), market saturation (30 percent) and * GLOBAL RETAIL DEVELOPMENT INDEX
measurements began.
time pressure (20 percent).

4*SCA SHAPE [ 3*2007 ]

EN_SHAPE_307_05a_nytt plock.indd4 4 9/24/2007 10:26:55

 EUROPE
TOP SPOTS FOR RECYCLES
MORE PAPER
TREE HUGGERS ■ Paper recycling continues to

The largest forest areas in the increase in Europe. The recy-

cling rate (recovered paper in
relation to paper consumption)
world, in millions of hectares: during 2006 was 56.3 percent
as compared to 55.8 percent
in 2005, according to statistics
1. RUSSIA 808.8 from the Confederation of
European Paper Industries.
In 1991, the recycling rate
2. BRAZIL 477.7
stood at only 42.1 percent.
Recycling rates vary greatly
3. CANADA 310.1 among different paper qua-
lities. Some 80 percent of
4. USA 30.1 newsprint used is recycled,
while only 10 percent of the
paper used in magazines is
5. CHINA 197.3
recycled.

6. AUSTRALIA 163.7

7. KONGO-KINSHASA 133.6

8. INDONESIA 88.5

9. PERU 68.7

10. INDIA 67.7

(22.) SWEDEN 27.5

  " $ & 
SOURCE: ”POCKET WORLD IN FIGURES”, THE ECONOMIST
T

VATE PRIVATE LABELS ON THE RISE

PRI L
PRIVATE LABELS CONTINUE to take a large part of the market

ABE in UK grocery retail and now stand for a 43 percent share of the total

L UK grocery market, according to TNS Worldpanel. In Europe, only

Switzerland has a higher share, with private labels making up 53
percent of the market. Among the top four grocers in the UK market
– Tesco, Sainsbury’s, Asda och Waitrose – half of the turnover
comes from private labels.
The UK’s private label market is not only the biggest in Europe.
In the UK, private labels also stand out for being more expensive
than other brands. Studies show that for more than half of UK
consumers polled, private labels weren’t bought because they were
the cheaper alternative.

[ 3*2007 ] SHAPE SCA *5

EN_SHAPE_307_05a_nytt plock.indd5 5 9/24/2007 10:27:19

 SHAPE COVER

Nearly 80 years after the discovery of antibiotics,

hospitals and scientists are struggling to come to
grips with bacteria that have developed resistance.
Known as superbugs, they’re a source of growing
concern and claim the lives of thousands of people
each year. If antibiotics can’t stop them, what can?
TEXT JOHAN RAPP PHOTO JENS HÄLLQVIST

WEAPON AGAINST
SUPERBUGS:

WASH YOUR
HANDS
inah Gould, a professor of tine operation. The bacteria could not

d
applied health at City Uni-
versity London, has spe-
cialized in one way to pre-
vent the spread of the most
worrying superbug, meth-
icillin-resistant Staphylo-
coccus aureus, or MRSA:
wash your hands.
It’s an old truth: bacteria don’t like hygiene.
In her research, Gould has developed a sys-
tematic approach to how people wash their
hands and maintain hygiene, especially in
Britain.
“British hospitals are so dirty that if you
simply touch something, you run the risk of
getting bacteria on you,” she says. “You can
wash your hands, but as soon as you touch
something, you’re dirty again. And there’s
little awareness of this.”
In a case that received attention in
Britain, a man was infected with MRSA
bacteria after having undergone a rou-
be stopped and his leg had to be ampu-
tated.
What is ironic is that he had worked as
a cleaner at the hospital for 15 years and
had instructed colleagues how to clean to
get rid of MRSA.
Studies that examine the prevalence of
MRSA place Britain high on the list, while
the Nordic countries and the Netherlands
come in far lower. But this is a serious and
growing problem everywhere. In Sweden,
for instance, 1,058 cases of MRSA infec-
tion were reported last year, according to
the Swedish Institute for Infectious Dis-
ease Control. That’s almost three times
as many as in 2000. In the US the num-
ber of reported MRSA infections was
125, 000 last year, according to APIC(the
Association for Professionals in Infection
Control and Epidemiology).
The spread of MRSA is thought to be
largely the result of doctors prescribing

6*SCA SHAPE [ 3*2007 ]

EN_SHAPE_307_04_cover.indd 6 9/24/2007 10:17:20

 To avoid spreading bacteria in
hospitals, personnel should wash
their hands every time they touch
a patient or do anything nearby.
Theoretically, they should do this as
many as 36 times an hour.

antibiotics for many years for the slight-

est symptom, often unnecessarily. Alex-
ander Fleming, who discovered antibiot-
ics in mold in the 1920s, warned early on
that bacteria have a propensity to become
resistant. Therefore, antibiotics must be
used selectively and with restrictions. To-
day doctors and others involved in public
appeals as well as lobbyist groups warn
that antibiotics are still being sold over
the counter in a number of countries, like
Spain and Greece; that antibiotics are be-
ing used in animals consumed by people;
and that the pharmaceutical industry is not
developing new antibiotics. Most antibiot-
ics were developed before 1980.
“The industry would rather develop
drugs that are more profitable to invest in,
such as for diseases that require extensive,
even lifelong treatment – not a one-week
treatment, which is the case with antibiot-
ics,” says Otto Cars, professor of infectious
diseases at Uppsala University and chair-
man of the international network against
antibiotics resistance ReAct.

THE WORK WITH HYGIENE is one of

the most important pieces of the puzzle
in the fight against MRSA.
“There’s a lot to be done here, many
lives to be saved,” Gould says.
MRSA bacteria are found in every pos-
sible place. Some cases of illness come
from the growth in travel, especially to
poor countries with dirty water. But in
▲
the West, people run the greatest risk of
getting infected in hospitals.

British hospitals are so dirty that

if you simply touch something,
you run the risk of getting bacteria on you”

[ 3*2007 ] SHAPE SCA *7

EN_SHAPE_307_04_cover.indd 7 9/24/2007 10:18:09

 SHAPE COVER

FACTS ABOUT MRSA

■ Yellow staphylococcus (Staphy-
lococcus aureus, or SA) is one of
the most common bacteria in our
environment. Most of us carry
these bacteria at some point in our
lives, usually in our nose, in our
mucous membrane or on our skin.
One type of yellow staphylococ-
cus, methicillin-resistant Staphy-
lococcus aureus (MRSA), has
developed resistance to penicillin
and, when passed on, can lead to
serious infections. Treatment can
be provided by only a limited num-
ber of very expensive intravenous
antibiotics which have serious side
effects. MRSA is spread mainly in Beautiful but dangerous. A
and between medical institutions picture of MRSA bacteria.
and has quickly become by far the
greatest problem in health-care That hospitals themselves are breed- tion. Theoretically, they should have done
hygiene throughout the world ing grounds is due to the fact that bacte- so 72 times. That’s clearly not possible,
today. The bacteria can cause ria are found in the same place as people but it says something about how people
festering infections to wounds with weakened immune defenses, who have would be forced to act to avoid any spread
and lead to dangerous infections needles inserted in their body or who have of bacteria through bodily contact. In real-
in hospitals, for example after an
operation.
wounds that are healing. Other people in ity, procedures are based on washing before
the hospital, doctors and nurses, do not touching a wound and before touching an
Source: The Swedish Institute for Infec-
run the same risk of being infected. Nor instrument that will be inserted into the
tious Disease Control
do visitors. patient, like a drip needle. That means in
It is good to dry your hands with “The body’s best defense is keeping the general a couple of times per patient, de-
a paper towel because it re- skin intact. As soon as you create an open- pending on the treatment.
moves skin particles from your
hand that can contain bacteria.
ing, bacteria can enter,” Gould says.
In hospitals, the important thing is to ONE PROBLEM in many places is work-
minimize the number of bacteria and to ing conditions. Gould says hospital work
the greatest degree possible limit the trans- can be so stressful and employees so
fer of bacteria that are found. One of the pressed for time that hygiene procedures
most important measures is to have hospi- fall by the wayside. That’s one reason why
tal personnel wash their hands at the right people now use alcohol to wash them-
times. selves. You don’t have to go to a sink and
How often? you don’t have to dry your hands after-
“In principle, every time they touch the wards, since alcohol evaporates quickly.
patient or do something near the patient,” “Alcohol kills bacteria, but not bacteria
she says. “In my dissertation, I compared spores,” Gould says. “So it’s important
how often personnel washed their hands to also wash with soap and water. If you
in two hours with how often they should wash your hands with water, you dry them
have done so following a stringent defini- with a paper towel. Paper is good because

8*SCA SHAPE [ 3*2007 ]

EN_SHAPE_307_04_cover.indd 8 9/24/2007 10:19:31

 ▲
it removes skin particles from your hand
that can contain bacteria,” she adds.
Bacteria protect themselves by sur-
rounding themselves with a case made of
spores. Under favorable conditions, the
spores can once again become active bac-
teria. One example is the bacterium Clos-
tridium difficile or C-diff. It is typically
found in hospitals because it develops as
a result of treatment using antibiotics.
C-diff leads to long-term diarrhea. Last
year, 55,634 cases of C-diff were report-
ed in British hospitals, according to Brit-
ain’s Health Protection Agency. That was
an increase of 25 percent over 2004.
MRSA-related illnesses are difficult
to fight, but not impossible. The old pre-
scription, hygiene, still holds. Gould and
many others are conducting an unre-
lenting fight to establish procedures and
awareness in hospitals to block the bacte-
ria, which are becoming one of the great-
est threats to human health. ▲
HE WARNED ABOUT BACTERIA
■ The Scottish
doctor had seen
young men die
as a result of
relatively simple
bacteria infec-
tions in field
hospitals during the First World
War. In many years of research,
he tried to develop a means that
could stop infections.
He was close to giving up. But
one day in 1928, when he was
disinfecting petri dishes where
he had been growing bacteria,
he saw mold in the dish. That in
itself wasn’t unusual. His labora-
tory was well known for being
messy, and things were stacked
up in the sink. The strange thing
was that the bacteria were dead
where the mold was growing.
He had discovered an antibiotic.
Alexander Fleming analyzed the
mold and found that it was from
the penicillium family.
Two other scientists, Howard
Florey and Ernst Chain, contin-
ued Fleming’s work by develop-
ing, among other things, meth-
ods for the mass production of
penicillin. In 1945, the three were
awarded the Nobel Prize for hav-
ing developed this miracle drug
which has saved millions of lives.
However, Fleming sounded an
early warning. He had observed
that bacteria could become
resistant if too little of the drug
was used for too short a period.
He traveled around the world
focusing attention on the risk
that the sloppy use of antibiotics
would lead to the development
of resistant bacteria.

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[ 3*2007 ] SHAPE SCA *9

EN_SHAPE_307_04_cover.indd 9 9/24/2007 10:19:54

 SHAPE COVER
PAPER WIPES
BEST IN KITCHEN
Each year millions of people around the world
suffer from food poisoning caused by poor hy-
giene. Wolfgang Möller teaches young future chefs
how to keep their kitchens clean. He bans dish-
cloths and encourages the use of paper instead.
TEXT PETRA LODÉN PHOTO SCA
ROUGHLY HALF of all people who get
food poisoning contract it at home. But only
a small fraction of the cases are reported be-
cause it’s difficult to trace the source of the
problem to food and food preparation.
Most people who get food poisoning
develop a stomach ache and diarrhea. But
each year some 5,000 people are admitted
to hospitals in the US alone because of ill-
nesses that can be traced to bacteria asso-
ciated with food preparation, and a small
percentage of those affected suffer problems
for the rest of their lives.
Wolfgang Möller teaches at a school for
chefs in Helsingborg in southern Sweden. Hy-
giene is an important subject at the school,
he says, and he wants more people to learn
about it, not just those who plan to work in
kitchens. The public has alarmingly little
YOU ARE NOT ALONE IN YOUR KITCHEN
Here are some common bacteria
that can appear in your kitchen:
★ AEROBIC BACTERIA: Not
dangerous but foul-smelling and
found by the hundreds of mil-
lions in every dishcloth.
★ CAMPYLOBACTERIA: Can be
found in products like poultry
and pork as well as unpasteur-
ized milk.
★ E-COLI: Bacteria found in the
intestine and spread if people do
10*SCA SHAPE [ 3*2007 ]
EN_SHAPE_307_04_cover.indd 10
knowledge about the subject, he believes.
“We teach students how to keep things
clean, about bacteria and viruses, illnesses
and food poisoning, and we do practical
experiments with bacteria so that the stu-
dents can see what happens when bacteria
attacks food,” Möller says. “Then it’s seri-
ous. It’s interesting for them to see what re-
ally happens.”
Getting a stomach ache and diarrhea is
not just unpleasant, he says. Poor hygiene
in the kitchen can be expensive. Food that
isn’t handled properly and goes bad has to
be thrown away.
At the restaurant school, Möller plac-
es great emphasis on establishing proper
procedures early on, and he is strict about
making sure these procedures are followed.
For instance, no one can enter the kitchen
not wash their hands thoroughly
after going to the bathroom.
★ ENTEROBACTERIA: Very com-
mon bacteria found in soil and
people’s intestines that disap-
pear when food is cooked.
★ SALMONELLA: Found in infected
raw meat but disappear when
food is cooked.
★ STAPHYLOCOCCI: Frequently
found on people’s skin, but only
a few species cause illness.
9/24/2007 10:24:12

We never use dishcloths,
only paper. Everywhere,
for the cutting boards,
countertops – everywhere.”
Future chefs learn how to
clean their kitchen with pa-
per. During their studies they
also learn through practical
experiments what happens
when bacteria attack food.
EN_SHAPE_307_04_cover.indd 11
Wolfgang Möller teaches at a school
for chefs and thinks that hygiene is an
important subject at the school.
without first washing carefully, all the way
up to their elbows.
“Dishcloths are banned in the restau-
rant,” says Möller. “We never use dish-
cloths, only paper. Everywhere, for the cut-
ting boards, countertops – everywhere.
“I’ve never seen dishcloths anywhere
but in Sweden. In the rest of Europe and
the US, they use paper. It’s really rather
surprising. I grew up in Germany. They
use paper there.” ▲
A FEW TIPS FROM
WOLFGANG MÖLLER:
★ Practice good hand hygiene.
★ Make sure cutting boards are
washed thoroughly. Wooden
boards are best because they are
easier on knives. They should be
washed with dish soap but not in
hot water because they don’t hold
up under high temperatures.
★ Heat food properly, preferably over
80˚C (175˚F), and cool leftovers
quickly. Food should put be in the
refrigerator within four hours, but
don’t cover food until it’s completely
cooled off.
A FEW RULES FOR
KITCHEN HYGIENE:
Wash your hands ...
... when you start to prepare food
... when you switch to another task
... when you blow your nose
... when you touch your skin or hair
... and obviously when you go to the
bathroom
★ Your nails should be clean
★ Avoid wearing a watch or jewelry on
your hands and arms
★ Change cutting boards and wash
your knives when you switch be-
tween meat and vegetables
★ You can wash your dishwashing
[ 3*2007 ] SHAPE SCA *11
9/24/2007 10:24:31
 SHAPE COVER
N.B!!!
Wash yo y
oree and affter eatingg
...bbeeffor
i g the r
... after visitin
...before starting a new
SCA’S HYGIENE PATROL
SCA IS HELPING to educate its cus-
tomers about hygiene, with particular
focus on those who work with children
and old people. In these workplaces it is
increasingly common to find that employ-
ees with little or no training in healthcare
are in charge of tasks that require very
high standards of hygiene.
“People’s hands are the number one cul-
prit in spreading infection,” says Yvonne
Norlén, head of products and marketing
at SCA Tissue Europe. “The easiest thing
to do is to wash your hands to prevent
passing on bacteria and viruses that can
cause illnesses.”
Many people take great care to lather
up with soap, but Norlén says the next
part of the process is more crucial. “The
most important step is drying your hands
EASING STRAINS ON OLDER PEOPLE
▲
■ Among the elderly, incontinence
is often accompanied by skin prob-
lems that result from the inability
to stay clean and dry. SCA’s service
package TENA Services includes
skin care products and washcloths
along with incontinence protec-
tion. Workers in geriatric care are
instructed in hygiene as it relates to
12*SCA SHAPE [ 3*2007 ]
EN_SHAPE_307_04_cover.indd 12
thoroughly,” she says. “If people dry their
hands on a towel made of cloth, there’s a
big risk that they’ll pass bacteria on to the
next person. Microorganisms thrive on a
damp towel. Paper is the best solution.”
Along with providing instruction, SCA
also carries out “hygiene rounds” at cus-
tomers’ places of business. These entail
visiting the customers and assessing their
needs as well as recommending steps to
improve hygiene.
“In restaurants, cooks use a towel that
they attach to their waist and wipe off ev-
erything imaginable,” Norlén says. “We say,
‘Throw it away.’ Every surface in a kitchen
should be dried off with disposable towels
to maintain good hygiene.”▲
PETRA LODÉN
incontinence care.
“We provide support for health-
care employees in terms of washing
procedures and personal hygiene,”
says Björn Ålsnäs, category mar-
keting manager for incontinence
protection. “The aim is to ensure that
older people are given safe, humane
treatment and that employees learn
YVONNE NORLÉN’S
TIPS:
■ It is extremely important to wash
your hands before and after eating
or visiting the restroom. This is the
case at home, at work, at school, in a
restaurant – everywhere.
Daycare centers should have chang-
ing pads to change diapers on, and they
should keep a supply of tissues handy
for runny noses.
In healthcare establishments, it is
important that employees wash their
hands when they move from one pa-
tient to another or start a new task.
Office workers should also wash their
hands more often – before and after
lunch and after visiting the restroom.
Far too many people come to work
even though they’re sick.
At home, the dishcloth is the biggest
culprit. A good paper towel works just
as well – you can wipe things up and dry
things off, wring it out and dry some
more before you have to throw it away.
to treat older patients who suffer
from incontinence in a simple, secure
way. In the final analysis, it’s a ques-
tion of consequential costs, such as
costs related to skin problems, as well
as providing a high quality of life.”
SCA currently offers this concept
in Europe, North America, Japan and
Australia.
9/24/2007 10:25:01
 Bend down. Tear open box.

Tear open box. Place on shelf.

Take two packs.

Place on shelf.

Bend down.

Take two packs.

Place on shelf.

Bend down.

Take two packs.

Place on shelf.

For Retail Ready Packaging that’s easy to find, easy to merchandise and easy to see on
shelf, look no further than SCA OneTouch®. With our comprehensive supply chain audit and design
service, we’ll help you develop the right solution for your brand to minimise handling
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For more information simply call 016 2 2 7 9 3 3 7 6 or email marketing.uk@sca.com

R
R E T A I L R E A D Y P A C K A G I N G . I T ’ S E A S Y T O G E T I N[3T*2007
O .] SHAPE SCA*13

EN_SHAPE_307_04_cover.indd 13 9/24/2007 10:25:22

 TREND

The right picture can

transport the viewer to the
shores of a silent Highland
loch.

PHOTO: GETTY IMAGES

Scotch whisky, according to many of its aficionados, Liz Hodson, global brand manager for
contains the distilled essence of a proud and noble Glenfiddich, owned by William Grant &
Sons Distillers Ltd, explains: “Packaging
country. The whisky is made to exacting standards, is the one thing that touches all our con-
sumers around the world, so it’s a really
and just as much precision goes into its packaging. powerful way to communicate Glenfid-
dich’s unique and distinctive image. We
communicate the unique provenance and
MANY PEOPLE BELIEVE that Scotch billion euros in exports annually to 200 heritage of Glenfiddich by showing the
whisky offers the very spirit of Scotland countries. Years ago, managers for the stag in the valley (Glenfiddich means ‘Val-
in a bottle, so it is hardly surprising that iconic Johnnie Walker brand thought ley of the Deer’) and through the stories
marketing for the national drink is con- long and hard when they took the step we tell on the tube, the bottle and the leaf-
stantly reaching new heights. The most of reversing the direction in which the let inside the tube.
attractive images in a country renowned dapper gent walks. Now he goes from “When developing the new Glenfiddich
for glorious scenery are combined with left to right, making him seem to stride packaging, we spoke to thousands of con-
the highest-quality graphics to promise forward. sumers around the world. We know from
instant transport from the streets of Los Even the concept of the traditional them that they get the quality cues from a
Angeles, Moscow or Beijing to the shores round tube shipped in a square case is number of elements, from the embossed
of a silent Highland loch. changing. Glenfiddich, one of Scotland’s ‘medallion’ on the bottle neck to the cork
In an industry that lives and breathes best-known single malt whiskies, is this stopper and the details and layering in the
tradition, ironically, little is taken for autumn introducing revamped packag- graphics – for example, we have mirrored
granted and everything is open to review. ing for top brands that features a trian- the valley detail from the outer tube on the
After all, Scotch accounts for about 3.5 gular tube. neck label of the bottle.”

14*SCA SHAPE [ 3 *2007 ]

EN_SHAPE_307_05a_trend.indd 14 9/24/2007 10:29:34

 Nothing is left to chance with one of
the best-known brands from the tradi-
tional Scottish producer. “Substrates,
graphics, varnishes, color, embossing
and copy all work to communicate with
the consumer,” Hodson says. “Glenfid-
dich is very proud of its Scottish heritage,
but it was important to us to not have a
chocolate-box, stereotype view of Scot-
land.” So the chance of seeing the Loch
Ness Monster on a bottle of Scotch is
about the same as seeing the monster in
Loch Ness.
SCA has a major role in this marketing
process by interpreting carefully honed
images in a high-quality form on car-
tons. “This is not a brown box that just
says ‘This side up’,” explains Richard A.
Sharp, managing director of SCA Packag-
ing Scotland. “We must have good print-
ing skills and machinery that allows us to
print three, four or five colors and print
PHOTO: GETTY IMAGES
them accurately.”
Quality, precision and faithful interpre-
tations are crucial because cartons are de-
signed for easy opening and point-of-sale
display. Potential buyers, therefore, might
Glenfiddich is very proud
of its Scottish heritage, but
it was important to us to
not have a chocolate-box,
stereotype view of Scotland.”
see more of the carton than of the bottle.
In the end, however, marketing must be
secondary to the contents. Charlotte Hal-
liday, marketing manager for the Scotch
Malt Whisky Society, says the society ex-
tended packaging boundaries recently
when it teamed up designers and writers
to create labels inspired by the contents of
the bottle. “Some very beautiful designs
resulted,” she explains, “but if the soci-
ety spent too much on overly complex or
flashy packaging, our members probably
wouldn’t be too happy.” ▲
CHAD NEIGHBOR
EN_SHAPE_307_05a_trend.indd 15
BOXING CLEVER
■ Nearly half the cartons made by
SCA Packaging in Scotland are for
Scotch whisky. “It’s a significant
part of our business here in Scot-
land,” explains Richard A. Sharp,
managing director of SCA Pack-
aging Scotland. “We are here be-
cause the whisky industry is in
Scotland.” Indeed, to be sold as
Scotch whisky the product has to
be bottled in Scotland, and tradi-
tion and practicalities extend that
to packaging. SCA helps world-
class market leaders such as Di-
ageo and William Grant & Sons
to ship what the Scots call “our
equivalent of Champagne” safe-
ly and environmentally soundly.
The industry allows little margin
for error, but is highly demanding
in terms of quality and service. A
carton costing less than one euro
and made of 75 percent recycled
material protects whisky that can
be worth 500 euros. “Cartons have
to be optimized for strength and
minimized for cost and use of
materials. These are high-value
A tube and a bottle that
feel like Scottland. Did you
know that Glenfiddich
means ‘Valley of the Deer’?
products being exported all over
the world, and part of our job is to
ensure they are in perfect and
pristine condition when they
arrive,” Sharp says.
To minimize storage costs and
space, boxes can be made at a
pace of up to 13,000 cases an hour
and shipped within a day or two of
the time an order is received. “We
need to make sure our boxes run
through their product lines without
causing any delay,” he adds, noting
tolerances are close when packing
600 bottles a minute.
Other famous Scottish products
include shortbread, mineral water,
porridge oats and haggis (minced
sheep organs, beef and oatmeal
mixed with onion and spices in a
sheep’s stomach). SCA provides
packaging for Walkers shortbread,
Highland Spring water and Quaker
Oats, but haggis is left to local
specialists.
[ 3*2007 ] SHAPE SCA *15
9/24/2007 10:29:55
 TREND
WE’VE ALL BEEN frustrated at some
point by a package that seems to require
the intelligence of an astrophysicist and
the strength of Superman to open. While
most of us only find it mildly aggravating
to sweep up a kitchen floor full of rice or
dried pasta after the tear strip came off
and the package slipped out of our hands,
in Europe alone there are 60 million to 70
million people with reduced hand function
who can’t do it at all. It’s mainly women and
older people who make up this group, and
not just those who suffer from arthritis.
A study carried out in the fall of 2003
by the Swedish Rheumatism Association
showed that the availability of devices for
opening packages is consistently poor.
Not only do many packages require great
strength to open, but packages often have
unnecessary double inner and outer seals.
16*SCA SHAPE [ 3*2007 ]
EN_SHAPE_307_05a_trend.indd 16
The perforated pouches in plastic and pa-
per packaging are often too small.
“People with reduced grip force don’t
have a chance to open the package,” says
Leif Hansson, the association’s head of
development. “They quite simply can’t
get their weak fingers under the flaps.”
In 2005, the Efficient Consumer Re-
sponse Group, together with major grocery
store chains like Tesco in Britain and Carre-
four in France and various European pack-
aging companies, developed a checklist of
criteria that included ease of opening.
“The requirements for the different
functions of a package must be weighed
together,” says Magnus Renman, head of
strategic product development at SCA. “If
we make a box that’s really easy to open
for the store, it can fall to pieces when
it’s handled in the warehouse. There are
many kinds of solutions that are easy to
open – everything from different tradi-
tional tear openings made of cardboard
to more advanced opening devices like
locks with magnets.”
SCA is developing packaging solutions
together with its customers at seven design
centers using a structured working proce-
dure. Within a year, there will be some 20
design centers throughout Europe.
Besides transportation packaging, SCA
manufactures what is known as primary
packaging, or consumer packaging, for
such items as laundry detergent, cognac
and perfume. One type of solution is tear
tape. A more advanced solution divides
the package in two when it is opened. The
second type costs a little more for custom-
ers but can be used to increase sales or in
image campaigns.
9/24/2007 10:31:13
 We’ve all been frustrated at some
point by a package that seems to
require the intelligence of an astrophysicist and
the strength of Superman to open.
The requirements for the
different functions of a
package must be weighed
together. If the box is really
easy to open for the store,
it can fall to pieces when it’s
handled in the warehouse.
“MORE ADVANCED OPENING solu-
tions are often made only for select prod-
ucts, where the brand owner wants to in-
vest in better, more expensive solutions,
such as for cell phones,” Renman says.
The packaging industry is working ag-
gressively to find alternatives, he adds.
“It’s not the ideas themselves that are the
problem,” Renman says. “We see opportu-
nities and can develop solutions for pack-
aging that is easier to open.”
That usually means that the cost goes
up by a few pennies per package, and large
volumes mean that brand owners still think
the solutions are too expensive.
“They spend a lot of money on develop-
ing their own products, and unfortunately
packaging often comes up only at the end
when the product is finished,” Renman
says. “Brand owners should probably also
start to think more about the needs of the
end customer.”▲ BOEL HALLDÉN
EN_SHAPE_307_05a_trend.indd 17
SCA PACKAGING
AIMS TO MEET
CUSTOMERS’ NEEDS
■ Transportation packaging ac-
counts for 70 to 80 percent of
SCA’s packaging. Customized pack-
aging solutions are developed in
collaboration with the customers,
such as major brand owners like
Unilever, Nestlé and Kraft Food.
Developing solutions largely
entails providing packaging solu-
tions for the distribution chain.
First, the product is given a good
look – what does it stand for, and
what are its characteristics?
Next come the functional re-
quirements the customer places on
transportation packaging in terms
of lifting, filling and sealing. “We’re
a pretty integrated part of our cus-
tomers’ distribution chains,” says
Magnus Renman, head of strate-
gic product development at SCA.
“Among other things, we help to
develop machinery that will put
the products in our packaging.”
The point is to optimize the use
of loading pallets and make sure
that the packaging can be par-
celed out quickly in wholesal-
ers’ warehouses. Ideally, the best
thing would then be to convert
the packaging into a store dis-
play in one simple operation.
[ 3*2007 ] SHAPE SCA *17
9/24/2007 10:31:44
 TREND

Many people have surely felt confused at the grocery

store when they’re trying to choose products with
the least impact on the environment. No globally
standardized eco-labeling system exists, and it will
probably be a while before such a system is in place.
But progress is being made.

“MOST MARKETING divisions want pean countries,” Sahlén says. “The EU

their products to be seen as eco-friendly,
and there are some that claim their prod-
ucts are ‘green’ simply because they say
they are,” says Scot Case, vice president
at Terrachoice Environmental Marketing
in Pennsylvania, US.
Case objects to these vague environmen-
tal claims. He has worked with environ-
mental issues for 15 years and thinks that,
for a product to be credibly eco-friendly, it
should be certified by a third party show-
ing that standardized criteria have been
met. Examples of this type of eco-labeling
are EcoLogo in North America and the EU
Flower, Swedish Swan and German Der
Blaue Engel (Blue Angel) in Europe.
Case thinks it will be many years before
we get a globally standardized eco-label-
ing system. However, several national eco-
labeling organizations are already collab-
orating in the global network GEN, and it
is fairly easy to get an approved product
certified according to another country’s
labeling system.
“It would be good to have a common
standard for both producers and consum-
ers,” Case says.
Kerstin Sahlén, who works at SIS
Miljömärkning with the EU Flower, likewise
believes that a worldwide environmental la-
bel will not be available for some time.
“There are excellent, smoothly func-
tioning national systems in most Euro-
Flower is a nice complement to these – we
help each other.”
The EU Commission’s eco-labeling
unit oversees the EU Flower. The Com-
mission will soon revise the regulations
that govern work on the EU Flower. “The
work on eco-labeling has not proceeded
as quickly as we would have liked, so the
Commission is discussing a change in its
work routines,” Sahlén says.
THE EU FLOWER was launched in 1992,
and today it applies to 23 different cate-
gories of products and services. To date,
more than 400 companies have applied to
have their products or services approved by
meeting the criteria for the EU Flower.
A second type of labeling considered
to be of great interest is what is known as
an environmental product declaration, or
EPD. This is a kind of “ingredient list” in
which the entire life cycle of the product
is assessed. Every environmental impact
that a product entails is identified, and
then it is up to the consumer to determine
which product is best, or worst, for the
environment.
Every step in the life cycle of a product
is to be included – from raw material ac-
quisition to production, transportation,
use and disposal.
“The best way today to summarize the
overall environmental impact is to make

18*SCA SHAPE [ 3*2007 ]

EN_SHAPE_307_05a_trend.indd 18 9/24/2007 10:32:33

 The eco-labeling field has virtually ex-
ploded. It’s a challenge both for sellers
and for customers to keep up.”
life-cycle assessments,” says Susan Ilief-
ski-Janols, head of environmental and
product safety at SCA Personal Care in
Gothenburg, Sweden. “The environ-
mental impact is summarized in impact
categories that really describe our most
serious environmental threats today, in-
cluding global warming. The advantage
of EPD is that consumers and customers
get a complete environmental assessment
and can make their own choices.”
As in many other places, debate on
the environment has intensified in the
US in recent years. It started with chemi-
cal companies, but now companies in ev-
ery product area want to call themselves
“eco-friendly.”
“The eco-labeling field has virtual-
ly exploded,” says Cindy Stilp, senior
market segment manager at SCA North
America. “It’s a challenge both for sellers
and for customers to keep up. Everyone
wants to be in on it, but it’s hard to know
what’s what.”
SCA Tissue North America has chosen
to work with EcoLogo because this type
of label is most widespread. EcoLogo is
the oldest eco-labeling system in North
THREE TYPES OF ECO-LABELING
TYPE I – Environmental labeling:
Companies can apply to have their
products stamped with an environ-
mental logo when they meet certain
criteria developed by an indepen-
dent organization. The criteria, such
as a given quantity of emissions
or energy use, vary depending on
product category. Examples of la-
bels include EcoLogo, the EU Flow-
PHOTO: GETTY IMAGES
Which eco-label is er, Sweden’s Swan and Germany’s
good for what? Con- Der Blaue Engel (Blue Angel).
sumers are looking
forward to a global
standard.
EN_SHAPE_307_05a_trend.indd 19
America. The label includes 150 differ-
ent product categories, and some 3,000
products from hundreds of companies
are certified.
For those who are puzzled about which
product is most eco-friendly, it can be
helpful to think about how much carbon
dioxide is emitted. You can calculate your
carbon footprint by visiting the Web site
www.carbonfootprint.com. ▲
PETRA LODÉN
SCA BEST BY WWF
■ FSC is an international organization
that works for more responsible forest
management. All of SCA’s forests and
all wood delivered to SCA’s plants and
sawmills are FSC-certified or meet FSC
criteria for certified wood. This means
the wood does not come from contro-
versial sources and the company be-
haves in a socially responsible way. The
World Wide Fund for nature, WWF, sup-
ports FSC. According to the group’s
own investigation, SCA has achieved
the best results among the world’s larg-
est tissue manufacturers. SCA’s tis-
sue is stamped with the WWF panda.
TYPE II – Self-declared environ-
mental claims, such as claims
from the manufacturing com-
pany that a product is recy-
clable or can be composted.
TYPE III – Environmental declara-
tion: A declaration of a product’s
impact on the environment “from
cradle to grave” based on an objec-
tive life-cycle assessment. Contains
quantifiable environmental data on
a product’s life cycle and is verified
by an independent organization.
[ 3*2007 ] SHAPE SCA *19
9/24/2007 10:32:52
 PROFILE

KATHRYN LLEWELLYN, the campaigns

manager of ACTSA, finds a way to help
poor women meet their hygiene needs.
TEXT ANNA MCQUEEN PHOTO EVA EDSJÖ/VOL

MAKING A
DIFFERENCE
IN ZIMBABWE
a t World Water Week, an annual global
gathering that took place in Stockholm
in August, more than 2,000 experts
agreed that every government on the
planet has room for improvement in
its water resource management. One person who
would wholeheartedly agree with this statement
is Kathryn Llewellyn, the campaigns manager of
Action for Southern Africa, or ACTSA. Having left
Wales to complete her International Development
thesis on Women’s Rights at London University,
Llewellyn started work at ACTSA in 2005, primar-
ily because of her personal interest in women’s and
children’s rights in the region. She is so motivated,
indeed, that she also founded her own charity, run
with the assistance of her family back in Wales, to
help African children in need.
Springing out of the former anti-apartheid move-
ment, ACTSA – the trade union-funded group for
whom she works – now lobbies the British govern-
ment for policy changes across the whole of south-
ern Africa. Though its remit includes many prob-
lem-rich, publicity-poor countries like Swaziland
and Malawi, Llewellyn, like the Water Week experts,
is acutely aware of the need to prioritize her resources.
Her organization has only five employees, who be-
tween them are trying to raise awareness about prob-
lems stretching across half a continent. Assessing
areas of greatest need is therefore a key task.
At a trade union congress in South Africa in
2005, it emerged that the country with probably
the greatest current need for assistance is once-pros-
perous Zimbabwe. The former director of ACTSA
asked its union leaders, including a woman sporting
an immense black eye, how ACTSA might best help
a country now burdened with 1,700 percent infla-
tion, water shortages, hygiene issues and 80 per-
cent unemployment. The “direct ask” of ACTSA’s
Zimbabwean partners was to address the national
shortage of sanitary towels. There had been no sup-
ply for seven years, and even if they had been avail-
able, one packet of sanitary towels would now cost
a local woman half of her monthly salary. The black
eye, it turned out, was a ruling-party reaction to a
women’s street demonstration in Harare about this
very issue, among others.

Bodyform has now given enough money

to buy a quarter-million products from
the manufacturer in Zimbabwe.”
20*SCA SHAPE [ 3*2007 ]

EN_SHAPE_307_05b_profil.indd 20 9/24/2007 11:02:08

 SCA’S BODYFORM
HELPS WOMEN IN
ZIMBABWE
When asked
to supply
emergency
sanitary towels

PHOTO: GETTY IMAGES

to Zimbabwe,
ACTSA initially
imported the
goods from
South Africa.
But when the
group was forced to pay onerous
import duties, it had to change tack.
A local union member knew of a
manufacturer whose factory had
been forced to close down, since
no one had the funds to buy the
products. The British trade unions
then donated enough money to
reopen the factory, which now
employs entirely local people
– although it has to import the
cotton from South Africa, as none
is being produced in Zimbabwe.
“At the start of the campaign, no
British women’s magazines would
cover the story as it was considered
‘unsexy,’” Llewellyn says. “But after
a smattering of celebrity support, a
relationship began to build up with
Bodyform (SCA’s brand for towels
and panty liners in Britain), who
soon decided to become heavily
involved. Thanks to their generos-
ity, 250,000 free packs of sanitary
towels have now been distributed
across Zimbabwe, with regional
campaigns targeting all women and
girls between the ages of 15 and 40.
“Bodyform has now given enough
money to buy a quarter-million
products from the manufacturer in
Zimbabwe,” says Llewellyn. “To be
honest, we’ve been surprised at just
how ethical they’ve been. We’re pri-
marily a trade union organization,
and we have to choose our partners
very carefully. They have to be ethi-
cal, unionized and environmentally
conscious, and Bodyform fulfilled
all those requirements. What’s
more, they’ve never requested that
we import their own products or
that we brand their logo onto ours.
▲

They’ve also engaged in extensive

PR campaigns in leading retail
outlets on our behalf. Basically,
they’ve been really, really good.”

[ 3*2007 ] SHAPE SCA *21

EN_SHAPE_307_05b_profil.indd 21 9/24/2007 11:02:26

 PROFILE

NAME: Kathryn Llewellyn

AGE: 26
BORN: Swansea, South Wales
LIVES: London
EDUCATION: Master’s in Interna-
tional Development manage-
ment at the centre for develop-
ment studies, Swansea
University.
CAREER: Since 2005, acting
director for Action for Southern
Africa, or ACTSA.

ACTSA has never been in the business of sup-
plying goods – it merely spearheads political cam-
paigns. Llewellyn, however, felt that this must sure-
ly be the place to start. The combination of a lack
of water, the use of inappropriate materials and Robert
a general lack of hygiene was toxic and had led to Mugabe was
gender segregation, serious medical complications
and domestic violence. And yet no one had ever undoubtedly
discussed it. “Robert Mugabe was undoubtedly a liberation
a liberation struggle hero,” says Llewellyn, refer-
ring to Zimbabwe’s long-entrenched leader, “and
struggle
it took a long time for anyone to dare to voice any hero, and it
concerns about his regime, let alone such delicate took a long
ones.”
The current ACTSA wish list, as defined primar- time for
ily by the local unions, includes lobbying the Euro- anyone to
pean Union to prevent Mugabe from attending an
dare to voice
Africa-EU conference in Lisbon in December. The
Zimbabweans feel that their current leader should any
not be given an international platform when he concerns
denies them a national platform on a daily basis.
ACTSA would also like to see the formation of a
about his
regime, let
single unified women’s agency within the United
Nations. In an ideal world, the group would like to alone such
create a cohort of monthly “givers” so that the gap
between need and supply never collapses quite so
delicate
calamitously again. ones.”
“Of course, it’s going to be a while before the
women of Zimbabwe will be able to put sanitary
towels back on their shopping lists, as we don’t en-
visage the situation in the country turning around
for at least another four years,” Llewellyn says. “And
yet for the Zimbabwean trade unions, this particu-
lar campaign has really made a difference. They feel
that it has stripped away the internal politics and
that a window has finally opened for them onto the
world – that someone out there cares.” Together, the
lady with the black eye, ACTSA and a host of gener-
ous donors have somehow managed to restore some
level of hygiene to Zimbabwe’s women and girls,
and thereby give them back their dignity. ▲
THINGS THE WESTERN
WORLD COULD DO FOR
AFRICA, ACCORDING TO
KATHRYN LLEWELLYN :
★ Show solidarity.
★ Publicize the problems globally.
★ Don’t dwell on internal politics –
concentrate on the human suffering.
★ Don’t impose Western
values on inappropriate places.
★ Always employ local people and
products where possible.
★ Don’t put locals at risk.

22*SCA SHAPE [ 3*2007 ]

EN_SHAPE_307_05b_profil.indd 22 9/24/2007 11:02:47

 [ 2 *2006 ] SHAPE SCA *23

EN_SHAPE_307_05b_profil.indd 23 9/24/2007 11:11:17

 TECHNOLOGY
With new interactive functions based on
touch and sound, paper material provides
additional dimensions of communication.
Fourth-generation paper is here.
TEXT SUSANNA LIDSTRÖM ILLUSTRATION LEIF ÅBJÖRNSSON
PAPER –
talk to me
b lue skies, swaying palm
trees and a sparkling sea
− an expansive beach can
be seen in the distance. If
you come a little closer
you hear the waves breaking, and when
you get right up to the giant display, six
meters long and two meters high, you can
also see a number of postcards printed on
the picture. If you put your hand on one of
them, you’ll hear a brief description of that
particular destination from a voice coming
right out of the paper.
This talking display was developed by
researchers at the Fiber Science and Com-
munication Network, a part of Mid Swe-
den University in Sundsvall. The aim is
to show what can be done with fourth-
generation paper by using a working pro-
totype.
“We got the term from the simple obser-
vation that the first widespread use of pa-
per material was graphic paper – you could
even imagine papyrus,” says Mikael Gul-
liksson, project manager at the network.
From that perspective, the second gen-
eration of paper came when people start-
ed to develop paper grades for packaging
and similar purposes. The third genera-
24*SCA SHAPE [ 3*2007 ]
EN_SHAPE_307_06_teknik.indd 24
tion was when paper took on the role of a
hygiene product − the creping that made
paper soft was a major breakthrough.
“So then we asked ourselves what the
fourth generation of paper is in light of
the three previous ones,” Gulliksson says.
“And toward that aim, we started a proj-
ect involving an interdisciplinary group of
some 20 researchers.”
THE PROJECT ,which is financed by the
EU and supported by SCA as well as the
county administrative board of Western
Norrland, has led to developments in-
cluding the gigantic display with its pic-
ture of a beach in South Africa.
“We wanted to make a display that
works at a distance, like big displays are
supposed to, but also close up by attract-
ing people to it and getting them to inter-
act with the display,” he says. “It was an
exciting challenge that involved graphic
designers, researchers in electronics and
media studies, and industrial designers.
We’ve developed this screen together.”
“The body of the screen is made of
a material, consisting entirely of paper,
patented by the Swedish company Well-
board,” Gulliksson says. The sturdy
board material, which resembles parti-
cleboard but is much lighter, was to be
designed into something interesting for
the wall of the display.
“Our industrial designers developed
a way to bend it so that it can stand on
its own. With a wave-shaped design, you
would also get a couple of spaces on both
sides of the curves where visitors can sit
and get information.”
The next layer of the display consists of
an electronically functional layer, made
up of printed circuits and touch-sensitive
zones. The circuits converge in different
places and eventually link up to a sup-
porting electronics unit.
“This touch-screen technology has
been patented by SCA, which is currently
investigating the commercial and produc-
tion technology possibilities,” says Folke
Österberg, head of external research at
SCA’s R&D Center and coordinator for
SCA Packaging’s R&D in Sundsvall.
To create a surface that conducts elec-
tricity, printing inks are used that contain
mostly silver particles.
“These inks are black or gray, which
aren’t all that attractive, so there’s a
graphic surface as the final layer,” Gul-
9/24/2007 10:38:23
 The talking paper consists
of three layers:
1. Sturdy board, which resembles
particleboard, makes up the
body of the screen.
2. The electronically functional
layer is made up of printed
circuits and touch-sensitive zones.
3. The graphic surface layer
communicates with the user.
3
2 “The speakers consist of holes in the
1
A display that talks to the observer . Each surface has a
number of touch-sensitive zones in the form of post-
cards, CD covers or similar pictograms, which signal to
users that if they put their hand there, something will
happen. Directly linked to these are flat speakers built
into the paper material.
EN_SHAPE_307_06_teknik.indd 25
liksson explains.
In the prototype, the graphic layer con-
sists of different sections. Along with the
huge picture of the beach, there are sec-
tions for art with a gigantic comic strip,
for local information with a flyover image
of Sundsvall, and for music with six dif-
ferent CD covers.
Each surface has a number of touch-
sensitive zones in the form of postcards,
CD covers or similar pictograms, which
signal to users that if they put their hand
there, something will happen. Directly
linked to these are flat speakers built into
the paper material.
wellboard surface five millimeters deep,
over which we stretched thin membranes
of aluminum foil,” Gulliksson says.
“That produces good sound. With more
sophisticated technology, the speakers
could also be printed. Quick, inexpen-
sive, efficient – and all made of paper.”
The only thing placed outside the pa-
per product is a tiny electronic box with
sound files and software that controls the
display and makes sure that sound is de-
livered to the right speaker. ▲
NEW INTERACTIONS
MEAN MORE VALUE
■ “The giant display used as a pro-
totype for fourth-generation paper
is built on existing technology, and
in principle it could be realized in a
commercial product at any time,”
says project manager Mikael Gulliks-
son. What still needs to be developed
are appropriate business models and
production methods that are quality-
assured.
Folke Österberg, head of external
research at SCA’s R&D Center, notes
that this type of technology can be
of interest to many of the company’s
customers.
“SCA makes large quantities of
information boards, portable displays
and other constructions made of pa-
per that are used to promote products
in stores,” Österberg says. “By adding
another dimension of communication,
customers will then get greater value
added. SCA Packaging invests a great
deal in developing new interactions
with customers in the form of both
paper displays and packaging.”
[ 3*2007 ] SHAPE SCA *25
9/24/2007 10:38:44
 ▲
SCA INSIDE
TORK WINS AWARD
Major wind
power venture
SCA AND STATKRAFT, a Norwegian
energy company, have signed a long-
term agreement on supply of electricity
and are to form a jointly owned company
for a major investment in wind power in
northern Sweden. The plans involve pro-
duction of 2,800 GWh of wind power
electricity per year in seven wind farms.
SCA grants land for the wind power
farms, while Statkraft provides finan-
cing. Fully executed, the investment will
be in the range of SEK 16 billion.
26*SCA SHAPE [ 3*2007 ]
EN_07_inside.indd 26
■ The Tork dispenser series from SCA Hygiene
Products GmbH won the CMS Purus Design
Award in the Technical Category 3, “Cleaning
and care products and industrial hygiene
products.” The jury said the Tork dispenser
series displays a consistently high level of user-
friendliness presented in an outstanding way.
CMS, which stands for Cleaning Manage-
ment Services, is an international yearly trade
show, and the Purus award has been orga-
nized by Messe Berlin GmbH as part of the
CMS since 2005.
SCA PACKAGING LAUNCHES
A NEW WEB SITE
■ Earlier this year the SCA corporate Web site, sca.com, got a
new look and feel. By the end of 2007 every SCA business
Web site will adjust design accordingly. The first business site
that was launched with a new layout and upgraded content
was SCA Packaging Europe:
www.scapackaging.com
“The new Web site is an
important next step in the
sales and marketing
transformation,” says Patrick
Verhelst, marketing director
Europe. “Together with new
printed materials, we now
have a strong communica-
tion platform from which we
can position SCA Packaging
as a full-service packaging
provider.”
9/24/2007 10:40:18
 Investment in China
SCA IS INVESTING IN A BRAND NEW
USD 12 million packaging facility in Nanjing,
China. This is another large-scale “green-
field” investment in China’s Jiangsu Province
by SCA, following closely on the April inau-
guration of its biggest and newest packaging
facility in the Suzhou Industrial Park.
The new SCA packaging factory is located
within the Nanjing Economic and Technol-
ogy Development Zone. When it is complet-
ed in 2008, the plant will occupy an area of
30,000 square meters (7.5 acres).
The new SCA Nanjing plant will focus on
serving premium customers, adding value
through proximity to customers, world-class SUPPORTING
corrugated and protective packaging produc-
tion and integrated one-stop-shop services.
CANCER RESEARCH
SCA Packaging currently has 18 facilities IN AUSTRALIA
across Asia, in countries such as China, Sin-
gapore, Malaysia and Indonesia. Annual sales ■ SCA Hygiene Australia has donated more than USD 80,000 to
from its Asian packaging operations total the Cancer Council in Australia as part of a unique new initiative
about USD 200 million, with more than half supporting the popular Daffodil Day event.
of this revenue coming from China. SCA ex- By releasing a limited edition of specially designed Daffodil Day
pects sales in Asia to double within five years eight-packs of Sorbent Designs toilet tissue and Sorbent Thick and
Large 100’s facial tissues, SCA will contribute to the Cancer Council’s
through organic growth.
fund-raising target of more than USD 8 million.
“Packaging for both products will feature the signature daffodil,
the international symbol of hope to those affected by cancer,” says
Jessica Severin, product manager for Bathroom tissues.

NEW PRESIDENT AND CEO APPOINTED

THE BOARD OF DIRECTORS of SCA has appointed Jan Jo-
hansson, currently President and CEO of Boliden AB, as SCA’s
new President and CEO. SCA’s Executive Vice President and CFO,
Lennart Persson, will be acting CEO until Jan Johansson can take
up his position within three months at the latest.
SCA’s Chairman, Sverker Martin-Löf, states: “The board sees ma-
jor opportunities for SCA to improve profitability and accelerate its
growth rate in prioritized markets in Eastern Europe, Asia and Latin
America. This applies in particular to SCA’s consumer products. It is
a question of finding the right leadership for the right challenges. We
have looked for a CEO whose strong leadership is well documented,
who is future-oriented. These are qualities we see in Jan Johansson.”
“Jan Åström has been President and CEO of SCA for almost six
years. In an exemplary manner, he has implemented essential and
Jan Johansson is SCA’s new CEO .
extensive cost-cutting and efficiency enhancement programs which
have contributed to SCA’s earnings recovery,” says Martin-Löf.

[ 3*2007 ] SHAPE SCA *27

EN_07_inside.indd 27 9/24/2007 10:40:43

 SCA TO INVEST
SEK 20 MILLION IN BIONORR
■ SCA is investing about SEK 20 mil-
lion is SCA BioNorr’s pellet plant in
Härnösand, Sweden. The investments
cover raw materials handling as well
as pellet production and will result in
increased production and improved
product quality.
Most of the investments, about SEK
14 million, involve a new raw material
intake system. The existing sawdust bin,
with a capacity of 150 cubic meters per
hour, is being replaced with a substan-
tially more efficient bin that provides a
capacity of 550 cubic meters per hour.
The investments also include an inter-
mediate storage facility with a capacity
of 2,500 cubic meters. The raw materi-
als will be mixed in this facility prior to
being fed to the pellet production lines.
This will result in a higher and more uni- BioNorr’s pellet plants
form quality of the finished product. produce a total of
SCA BioNorr is also investing in 180,000 tons of pellets
another pellet machine in one of its two annually.
production lines. The pellet machine
has a capacity of 40,000 tons annu-
ally, but in an initial stage will increase
production by 7,000 tons of pellets per
year due to limitations in other sections NEW PLANT IN FRANCE
of the plant. The capacity to produce
pellets in sacks for households and SCA IS INVESTING USD 63 million in a new corrugated board
medium-large customers is also being plant outside Nantes in France. The new production plant will
increased. go into operation in 2009 and will replace the present plant in
“We are making these investments to
the area.
meet the increasing demand for pellets,
particularly from the consumer market,” The new plant will allow SCA to raise its level of service to the
says Stefan Rönnqvist, President of SCA companies in the region and offer customized packaging solu-
BioNorr. “We have favorable access to tions including high-quality printing.
top-quality raw materials, sawdust from “We see opportunities to grow in the Atlantic France region
SCA’s sawmills, and now we are increas- with an important customer group within the food industry,”
ing our capacity to make first-class
pellets from this raw material.”
says John Williams, president of SCA’s Packaging Europe busi-
The investments will be completed by ness area. “The new plant will meet stringent hygiene standards
year-end. in the production environment, which are crucial for this cus-
SCA BioNorr produces fuel pellets of tomer group. We are creating a highly flexible plant that will also
sawdust from SCA’s sawmills at plants comply with SCA’s high sustainability requirements and offer
in Härnösand and Stugun, Sweden. our employees an improved working environment.”
BioNorr’s pellet plants produce a total
of 180,000 tons of pellets annually, with
The investment in Nantes will include new equipment that will
29 employees. Customers are major en- reduce the company’s carbon dioxide and other emissions. The
ergy producers such as industries and new plant will also provide improved wastewater treatment.
heating plants as well as households.

28*SCA SHAPE [ 3*2007 ]

EN_07_inside.indd 28 9/24/2007 10:41:17


purchase Approved
The European Commission has
approved SCA’s purchase of Procter &
Gamble’s European tissue operations
Lennart Persson, acting President and
CEO of SCA, comments: “The acquisi-
tion gives SCA key prerequisites for the
creation of an even better platform for con-
sumer-driven awareness and will strength-
en our market positions in several impor-
tant markets.”
The purchase price is EUR 512 million
and will be paid in cash in two stages. A
first payment of EUR 347 million will be
made when the deal is completed, planned
for October 1. The second part of the pur-
chase price, EUR 165 million, will be paid
following agreed technical adjustments at
certain plants, which are expected to be
completed in March 2008.
New head of IR
■ As of September 1, Johan Karlsson is
the new Vice President Investor
Relations at SCA’s head office in
Stockholm.
Karlsson’s most recent position was at
Husqvarna where he was responsible for
Investor Relations. Prior to that he
worked, among other things, with
investor contacts within ABB in Switzer-
land and the US.

sca inside
Three new products
from TENA
During the spring, TENA launched three new
products on the European market. Consumers
now have more incontinence protection with
very high absorption to choose from.
TENA LADY ULTRA MINI PLUS
■ May saw the launch of TENA Lady Ultra Mini Plus, which is only
3mm thick but considerably more absorbent than leading
sanitary pads. The product is aimed mainly at women with urine
leakage problems who do not yet use specially designed urine
leakage products. A large majority of women with these prob-
lems still use regular sanitary protection.
This is a continuation of SCA’s
investment in lighter inconti-
nence protection, and the
campaign builds on TENA Lady
Mini Magic, SCA’s smallest size,
which was launched in 2006.
The campaign slogan is
“discreet as a pantyliner,
absorbent as a towel,” and the
product has already been launched in a number of European
countries and is being sold mainly in retail stores and drugstores.
TENA Lady Maxi
■ TENA Lady Maxi was launched in April and is
an high performing product in the TENA Lady
family and in the incontinence market. TENA
Lady Maxi is intended for both nighttime and
daytime use. So far, the product has only been
launched in France and is being sold in retail
stores. Product sales topped 250,000 euros in
its first five months on the market.
TENA Silhouette Medium
■ This product was launched in April and is
the first incontinence protection for adults
that works like regular underwear. With its
attractive design and a more feminine way of
communicating, the product is aimed at
women who have not used products from the
TENA Pant series before.
The product had sales of 190,000 euros in
its first five months on the market. Marketing
is being carried out through the distribution
of free samples, through printed media and
by direct marketing campaign. From September to December
there will be a TV campaign in France, which is expected to reach
120 million viewers over four months.
[ 3*2007 ] SHAPE SCA *29
camera

SCA through a
camera lens
This spring, SCA held a company photography
contest, with employees from around the world send-
ing in their entries. The aim was to capture SCA in a
photograph. Over 300 entries were submitted, and
there was tremendous variation in the subjects. Who
thought, for instance, that a paper machine made of
steel could look extraterrestrial when photographed
with a wide-angle lens? Or that two pieces of folded
paper can make a beautiful heart?
The hardest-working photographer of all is Oulli de
Kort from SCA Packaging in Tilburg, the Netherlands,
who sent in the most entries. His lens transforms the Sofia Lindh, SCA Packaging
most everyday factory settings into works of art. Obbola, took this beautiful
picture of a paper heart.
Welcome to the world of SCA in pictures. ▲

30*SCA SHAPE [ 3*2007 ]

 This futuristic picture
of Paper Machine 4 in
Ortmann, Austria, was
taken by Herbert
Stefanek.

Ingo Wolf of SCA Hygiene Products in Ismaning,

Germany, took this self-portrait at a height of 5,350
meters in front of Mount Everest and the adjacent
peaks of Lhotse and Nuptse in Nepal.

A glittering wall of water, taken

by Hannu Ahoniemi of SCA
Suameer in the Netherlands.


[ 3*2007 ] SHAPE SCA *31

camera

A product devel-
oper checking
product quality
at SCA in Olawa,
Poland, taken by
Jan Svensk.

Harry Wierenga
thought of
collaboration
when he took
this picture of
his colleagues at
SCA Hoogezand,
Holland.

32*SCA SHAPE [ 3*2007 ]

Oulli de Kort, who works in
customer service at SCA Tilburg,
sent the most entries to the com-
petition. Playing with light fasci-
nates him as a photographer.
His interest in photography
started at age 16 when he saw a
picture taken by his grandfather,
who was a great photographer.
Asked how often he carries his
camera, he says, “Always. I only
put it down when I go to bed.”

Left:
Shadows that build
a beautiful pattern
are from a new
SCA Packaging
building in Tilburg,
Holland.

Above: An air-sucking
system used when
corrugated board is
produced.

Left: The board ready

for next stage in the
production process.

A group photo
of a team from
SCA Prudhoe in
England, taken by
Paul Armstrong.

Forest, by Hanna
Österberg, SCA’s
headquarters,
Stockholm

[ 3*2007 ] SHAPE SCA *33

 CAPITAL MARKET DAY
GROWTH WAS THE KEYWORD WHEN SCA PRESENTED ITS OPERATIONS
IN THE AMERICAS TO SOME 60 ANALYSTS AND INVESTORS ON CAPITAL
MARKET DAY IN NEW YORK ON 17 SEPTEMBER.
SOUTH AMERICA WILL
GROW 50 PERCENT
f
or SCA Americas, we expect organic growth to be
5-7 percent in the next few years. For North America,
it’s mainly a question of further increasing the per-
centage of high-value products. In South America,
the challenge is to have rapid growth combined
with a good profit margin,” said Thomas Wulkan,
president of SCA Americas.
Especially in South America, where tissue for con-
sumers accounts for almost half of sales, the opportunities for
growth look promising. Jan Schiavone, vice president of SCA
South America, estimates growth of 20 percent this year alone.
“We aim to grow our existing business with 50 percent
over the next five years to sales of 1 billion dollars, something
that I think is realistic,” Schiavone said.
Growth in Latin America means expanding SCA’s product
range and enhancing its market position in markets that it
already operates in – primarily in diapers – as well as enter-
ing completely new markets.
There is considerable potential in Brazil and Argentina,
markets where SCA is not active today. “Brazil is our first
priority, due to the market size and the more stable political
situation,” Schiavone noted.
He argued that SCA has a highly developed and successful
model for setting up operations in South America through
joint ventures, where a critical component is close collabora-
tion with local players in the distribution chain. This is shown
especially by the company’s success in Colombia, where SCA’s
Familia tissue and Nosotras feminine care products are among
the ten most widely known brands in all categories.
For SCA’s single largest market in the Americas, away-
34*SCA SHAPE [ 3*2007 ]
ENSHAPE_307_09_krönika.indd 34
Manhattan cityscape.
SCA’s Capital Market
Day was held at the
Hotel Gansevoort in
New York.
from-home tissue in the US, value growth is at the top of the
agenda. The market is mature and is expected to have annual
growth of between almost 1 percent for the weakest segment
(manufacturing) and almost 4 percent for the strongest (the
restaurant industry).
“We will increase the share of high-value products and sell
our tissue to a greater extent in systems that give customers a
stronger connection to SCA. I expect that the percentage of
high-value products will increase from 3 percent of sales in
2004 to 15 percent this year and 30 percent in 2011,” said
Joe Raccuia, president of SCA Tissue North America.
In incontinence products, where SCA has a strong position
with the TENA brand in South America as well as in Central
and North America, the company benefits from demographic
trends. In Mexico, the percentage of the population over 40
(the age when women could develop their first incontinence
problems) is expected to increase from one quarter today to
almost 70 percent in 2050, said Jaime Costa, president of SCA
in Mexico and Central America. Today SCA has a 40 percent
share of the Mexican incontinence market.
In the US, by far the world’s largest market for inconti-
nence products (with sales of almost 2 billion dollars), SCA
today has 25 percent of the market in the health care sector
and 13 percent of the market in retail trade. SCA’s growth
has been around 9 percent in the last few years.
“We benefit from demographic trends, and I expect the
strong growth to continue. Through to 2010, the number
of people over 60 in the US will increase by 24 percent,”
said Brian Nelson, vice president of SCA North America
Health Care. ▲
9/24/2007 13:13:51
ENSHAPE_307_09_krönika.indd 35 9/21/2007 14:51:54
 Anuncio Confort 20_3x26_5 T.ai 10/9/07 14:23:46

Porque los aromas son más que aromas

Conoce la Nueva

Ad in Mexico for sanitary napkins and liners

with a variety of hypoallergenic aromas:
chamomile, jasmine and orange blossom.
SALUD ES BELLEZA

Variedad de aromas hipoalergénicos que ayudan a controlar olores

Nueva cubierta ahora más suave, con manzanilla y sábila
Tecnología Securefit TM, ajuste perfecto de la toalla a tu cuerpo

ENSHAPE_307_10_baksida.indd 36 9/21/2007 15:28:15