Building a global B2B brand.
Essentra is a FTSE 250 company and a leading international supplier of specialty plastic, fibre, foam and packaging products. In 2005, the company, originally named Filtrona, expanded from tobacco filters, into general filter technology, specialty plastics, components and packaging, and asked Superunion to help them reposition their brand to reflect their changing business priorities.
WHAT WE DID
Based on the belief that little things make the world go round and that even the smallest components can play a big part, Superunion helped develop and articulate the ‘essential enabler’ brand positioning. From this positioning a comprehensive global naming exercise was undertaken resulting in the name Essentra.
With the new brand positioning and visual identity in place, we helped Essentra revitalise its marketing communication and advertising. Moving rapidly towards a digital-first marketing strategy, ‘simple but essential’ became central to every aspect of the communication strategy we put in place:
All marketing and advertising collateral was updated, global communication was made consistent across all channels and we managed the company's content strategy, ensuring a joined-up presence in digital, social, direct, event and ATL channels, and even PR, where we successfully partnered with WPP sister company Ogilvy PR. Our work also extended beyond customer communication, covering everything from internal engagement through to investor communication.
"Our customers are already gaining a greater awareness of the Company’s entire offering, with more coordinated communication behind a single visual identity. The rebrand not only helps to underpin the delivery of our strategic objectives, but also appropriately reflects our future ambitions."