Zewa, SCA’s brand of toilet paper and household towels, is celebrating the 50 years anniversary on the German market. The brand name originates from the initial manufacturer’s name “ZEllstoffabrik WAldhof” in Mannheim where the Zewa range is still produced by SCA.
Part 1: The history of the Zewa toilet tissue
Everything began 1960 with an advert in the German magazine Der Spiegel when Zewa presented a range including toilet tissue and baby diapers. During the next decades different qualities were launched trying to find the perfect toilet tissue. Today 80% of German consumers know Zewa toilet paper and about 40% use it regularly.
Different qualities
Legendary product qualities in the history of the Zewa toilet paper range are Zewa Lind (1966), Zewa Lind decor (1973), Zewa Soft (1988) and Zewa Sensitive (2005).
Today the Zewa toilet roll family includes Zewa Soft verwöhnweich (extra soft and fluffy with 4 layers), which is the market leader in the premium segment, Zewa -Soft hautzart (premium quality with camomile lotion), Zewa Soft samtstark (super absorbent and soft as silk) and Zewa Lind (nice price toilet tissue with three layers).
Innovation
But coming that long demands a continuous line of innovations. In 1966 zewalind was the first extra soft (extraweich) toilet tissue on the German market initiating the challenge to offer even softer and safer toilet tissue. Zewa Lind was originally presented with the slogan “zewalind, denn Haut ist zart” – “Zewa Lind, because skin is soft”.
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1988 |
Launch of Zewa Soft with the slogan “fühlbar weich”. |
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1991 |
Zewa Soft upgrade with three layers raises the standards of comfort, safety and softness. |
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1996 |
Zewa Lind becomes completely well or “rundum gut” and guarantees extra absorbency and safety. |
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1997 |
Zewa Soft is optimised for perfect softness and safety with four layers. |
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2003 |
Zewa Soft uses micro embossing to be “federweich”, as soft as feathers. |
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2005 |
Launch of Zewa Sensitive, enriched with camomile lotion for extra care. |
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2007 |
Introducing the comfort opening on the packaging of the Zewa toilet paper range, make the products particularly consumer-friendly |
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2009 |
Zewa achieves market leadership in the branded segment |
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Zewa Soft samtstark joins the Zewa assortment and the special TAD-method ("through-air-drying"), makes toilet tissue especially soft and absorbent at the same time |
Certified quality
Product tests and awards have proved that Zewa has succeeded in finding the perfect toilet tissue. Here are some examples:
- In 2006 the German consumer foundation Stiftung Warentest tested 27 toilet tissue brands, granting the four layered Zewa Soft the grade "GUT" / good. So Zewa Soft was the best 4-ply toilet tissue in the test.
- One year later the Zewa Lind and Zewa Soft are certified as dermatological tested and skin-friendly.
- In 2008 the German journal Lebensmittel Praxis initiates a consumer survey with Zewa Soft with the comfort opening winning a gold medal and the title “Product of the year 2008”.
- Zewa celebrates 50 years with several promotional activities i.e. a loyalty program or lottery. Furthermore a coloured edition and scented editions are planned.
Text Konstantin C Irina