March 2012
Over The Wire Tissue Edition
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Metsä Tissue Launches New Toilet Paper Packaging

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Metsä Tissue, Finland, reports that it's Lambi brand has launched a new easy-to-open toilet paper packaging. The zipper-like opening mechanism allows the top to tear away cleanly for greater convenience. The rest of the package remains intact, and the rolls stay in place also after opening.

"Softness is of course the most important quality in any toilet paper, but consumers have requested a package that is handier to carry and easier to open," says Heini Mikkonen, Lambi Central Brand Manager.
Already out in Scandinavia, Finland, and the Baltic countries, the new package will be coming to Russia and Central and Eastern Europe in spring-summer of this year.

As jeans and zipper goes hand in hand, Lambi is featuring a special blue-jeans print on the package and pink hearts on the toilet tissue. The launch campaign also includes a Facebook competition for a trip for two to San Francisco, the "hometown of jeans."

The new opening mechanism will be introduced in Lambi household towel packages later this spring.



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