METSÄBOARD CLASSIC FBB LAUNCH

HOW TO STAND OUT & LEAD IN A HIGHLY ESTABLISHED B2B MARKET?

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Product Update Launch

Category

Marketing

Industry

Forestry and Paper Products

THE CLIENT

Metsä Board is the leading European producer of premium fresh fibre paperboards. Together with their customers they develop innovative packaging solutions to create better consumer experiences. 

TL;DR

Together with Metsä Board, we developed a campaign concept for their product update launch - positioning them clearly and boldly while ensuring strong differentiation in a well-established B2B landscape.

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MISSION

How to REDEFINE LEADERSHIP in A CROWDED CATEGORY?

Metsä Board was preparing to level up and launch their updated folding boxboard product, the MetsäBoard Classic FBB, into a mature and competitive B2B market. The updated product is not just about better performance. It is about leading the market category, and that's where we came in. 

Our mission was to develop a campaign concept that positions Metsä Board clearly and boldly,  ensuring their differentiation in a well-established landscape. 

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THE SOLUTION

INTERNATIONAL EXPERTISE & real-world insights

B2B proficiency and the guts to break the mold and turn truths to storytelling. 

DREAM TEAM

Strong international capability 

We didn't just want a team with experience. We wanted courage, vision, and the guts to break the mold. We brought a B2B powerhouse copywriter and a creative director known for challenging norms and creating visuals that get noticed.  

PROCESS

FROM INSIGHTS TO IMPACT

We interviewed customers and the Metsä Board sales team to gain real-world insights. These truths then became the launchpad for the creative work, powered by a focused Supersprint that turned strategy into standout storytelling in no time. Followed by a smooth and effective production process, the campaign was ready to launch. 

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    Jussi Solja, Copywriter Norway
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THE SUPERSTARS

Antero Jokinen, Creative Director / Art Director
Lissu Moulton, Copywriter and Concept Planner
Kirppu Saukkonen, Graphic Designer / Art Director
Samppa Vilkuna, Strategist
Jussi Solja, Sprint Lead
⁠Pasi Tamminen, Client Partner
Laura Ylä-Ajos, Senior Production Partner
Marjo Halonen, Vice President of Communications, Metsä Board
Ritva Mönkäre, Communications Manager, Metsä Board
Arja Vanhanen, Marketing Communications Manager, Metsä Board
Maarten Florizoone, VP, Growth, FBB
Ilkka Harju, Packaging Services Director
Marko Leiviskä, Graphic Packaging Designer
Iiro Numminen, Structural Packaging Designer
Marko Rantanen, Photographer
Teemu Heljo, Video Director
Pekka Sauro, Producer
Helena Taylor, Set Designer
Milla Muurimäki, Stylist
Meghna Lampi, Makeup & Hair

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THE CREATIVE SOLUTION

LEAD THE PACK

That's the rallying cry. A campaign concept that positions not only the product, Classic FBB, but also our client as true frontrunners and industry leaders in their field. We built the campaign around Metsä Board's own material, turning it into powerful visual statements. "Crowns" crafted from Classic FBB became symbols of leadership: bold, tactile, and unforgettable. 

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Superson worked fast, nailed the brief, and delivered sharp, well-crafted copy and strong visuals that really brought the concept to life and delivered real creative impact.

Marjo Halonen
VP of Communications Metsä Board
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Let's Talk!