SCA to put logo on all brand marketing for the first time

SCA is shifting its brand strategy to put its logo on all marketing and communications for its brands for the first time in response to the rising interest from consumers in knowing about the company behind the products they buy.


The change, which is effective immediately, will see the SCA logo appear on TV, print and digital ads for its brands, which include TENA, Velvet and Plenty. The company says it hopes the move will raise awareness and perception of the SCA brand and in particular the work it does around sustainability, as well as reinforce its position as a “solid and trustworthy brand”.

Nicola Coronado, consumer marketing director at SCA, says: “SCA has an award-winning sustainability profile and by taking a prominent position alongside the company’s customer and consumer brands in all its print and electronic advertisements, we aim to reinforce SCA’s position,” she adds.

SCA is the latest FMCG company to put more marketing weight behind its master brand’s sustainability efforts.

Last year, P&G told Marketing Week it would start “singing” about its sustainability because it is the first topic customers want to talk about when they engage with the brand online. Unilever has also launched its first brand campaign, Project Sunlight, to back its sustainability message.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here