Building a B2B partnership for everyday hygiene

Collaborating to launch a custom range and comms strategy

Building a B2B partnership for everyday hygiene
Challenge

Essity and Reckitt both have their respective strengths in B2B and B2C FMCG. We wanted to create a partnership that brought value to our B2B customers, while elevating the strengths of each brand. It’s not enough to have a partnership - the different B2B audiences should also understand the story and reason to believe.

Approach

Working closely together was key to create a range of products, assets and a partnership narrative. We had to establish both the visual design and messaging principles to bring the brands together. As the range was central to the partnership, that was addressed first followed by messaging and then guidelines.

Responsibilities

Workshop Moderation
Stakeholder Management
Creative Direction
Brand Strategy
Packaging Design
Customer Journey Mapping
Communication Hierarchy
Partnership Narrative
Messaging Hierarchy
Brand Guidelines

Partnership Narrative
Packaging + Brand Design
Design System
Guideline Creation

Brand guidelines, illustrative example: Co-created guidelines to ensure consistency in design and messaging.

Full range and assets: The partnership included the design of products, sales materials, in-store comms and digital assets.

Outcome

Learnings +
Results

Partnerships are a great opportunity to work with different teams and learn from each other. This was especially true in our project with the combination of B2B and B2C expertise. The opportunity is also an effective way to better understand your brand and how to create a narrative with another. This partnership was launched across numerous markets and brands.

Launched partnership in 4 markets

Combined expertise of 3 power brands

Designed with sustainability in mind