SCA Tissue Launches Global Tork® Rebranding of All Products

Tork Revolution Wages War on Germs and Napkin Hoarders with Humor and Prizes

Philadelphia, PA · September 10, 2007 / PRNewswire / – SCA Tissue is starting a revolution in the North American sanitary paper industry and doing it with style and humor.

On Oct. 1, the third-largest sanitary tissue maker in North America will officially launch the Tork® Revolution – a major realignment of its products and services under the global Tork brand.

After benchmarking 400 competitive products and listening closely to distributors and end-customers, the Tork Revolution will shake up the stodgy away-from-home sanitary paper industry with bold new products, a simplified architecture of three quality tiers and the elimination of redundancies to reduce the total number of SKUs. All of the changes are designed to make life easier for distributors and end-user customers.

The Tork Revolution is revolutionary in not only substance but also in tone, using humor to convey its mission. Setting the stage for offbeat print ads that will begin to appear this month, a series of four mockumentary videos have made their debut at www.torkrevolution.com. The videos take a light look at battles being waged against washroom germs and napkin wasters and celebrate victories in the fight for eco-friendly and stylish washroom systems.

Visitors to the Tork Revolution Web site can:

Experience the terror faced by a janitor named Eddie as he heroically battles washroom germs without the protection of touch-free Tork Intuition hand towel dispensing systems.
Man the barricades with restaurant manager Cecil as he fights two-fisted napkin hoarders without the one-at-a-time dispensing advantages of Tork Xpressnap.
Share in the heady celebration of building owner Rufus as he achieves his goal of LEED certification with the help of eco-friendly Tork towels.
Bask in glory with property manager Jennifer as she wields the Tork Image Brushed Aluminum line to vanquish lavatory tackiness.

Now through the end of the year, visitors to www.torkrevolution.com can register to win in the random monthly drawings for digital cameras.

SCA Tissue hopes visitors to the site will be inspired by the videos to share similar tales from their own workplace experiences. The best story – submitted as either a video or in a text/images format – will win a complete home theater system valued at more than $5,000.

No purchases are necessary to enter either the contest or the random drawings. Details are online at www.torkrevolution.com.

The Web site also hosts four insightful and downloadable white papers written by industry experts. Topics include: the importance of restaurant hygiene to your bottom line; a primer for restaurant managers on publicity and the media; trends and issues in touch-free washrooms; and growth and trends in the green maintenance movement.

Tork is the master brand of SCA, a $13.8 billion global paper products company that is based in Sweden. SCA entered the North American market in 2001 as SCA Tissue, which has quickly grown to be one of the three largest sanitary paper makers and the only one to be focused solely on the away-from-home market.

The rebranding campaign of the Tork Revolution will turn SCA Tissue from a house of brands to a branded house under one flag—Tork.