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Category: Integrated


Helping Cascades clean up at a major trade show

The challenge

A leading Canadian paper products company, Cascades wanted to break into the U.S. market with the launch of its new antibacterial towel-dispenser combo for the away-from-home market—the Tandem+. With a clear competitive advantage and flu season on its way, the goal was to get people talking at the janitorial/sanitation industry’s annual ISSA tradeshow to raise awareness among distributors and get them excited about a fresh new offering for their customers from Cascades.

Our insight

Our strategy? Tell distributors “the dirty truth” about handwashing and its effect on key market segments, including education, food service, industrial/manufacturing and more. With a 50’x60’ booth, we got down and dirty with distributors, arming them with stunning statistics about the spread of germs and the costs of illness to schools and businesses alike, and the benefits of a proactive, germ-killing antibacterial towel and dispenser solution—ultimately inviting them to help their customers “come clean” with the Tandem+.

The results

Even in a year that saw overall show attendance drop significantly, Cascades garnered more than 80 qualified leads, including decision makers from the industry’s top distributors. The Tandem+ enjoyed center stage at the Cascades booth and the show was deemed a successful launch for the exciting new germ-fighting system.

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