Pulp Friction

The Problem:

We’re losing two newspapers a week. As newsprint rapidly declines across the globe, the paper pulp industry needed to find new customers.

The Insight:

What are new applications for our existing strengths? The adult incontinence industry, which relies on paper pulp as a raw ingredient, is expected to grow 10% a year over the next decade.

The Idea:

From briefings to briefs! By pivoting from graphic paper to incontinence briefs, the paper pulp industry is back in business.