Katrin 50 years – a celebration for the future

Metsä Tissue's wish for its 50th anniversary celebration was to give its guests—customers from all over Europe—a unique experience. The celebration was to be inspiring, strengthen relationships, and showcase the company's vision for the future. The result was an unforgettable day filled with joy, insights, and new business opportunities.

BACKGROUND

Metsä Tissue wanted to celebrate the 50th anniversary of its Katrin brand. Back in 1974, the brand was a pioneer in the market and has enjoyed a successful journey ever since. But they didn't want to just look back. Metsä Tissue wanted above all to shine a spotlight on the future, on sustainability and innovation – not least on its major investment in sustainable tissue production. They wanted to create an inspiring meeting place where their most important customers could interact, engage and share in the company's vision.

The goal was to give guests a memorable experience where business, relationships, and celebration went hand in hand. Metsä Tissue sought a solution that combined professionalism and heart, where every guest would feel seen and included.

SOLUTION

Contrast developed a comprehensive concept for an anniversary celebration that began with lunch, followed by lectures and discussions, and concluded with festivities and a party.

We created Café Katrin to give the daytime event a warm and inviting atmosphere. Instead of a traditional conference, we used a café-inspired environment that allowed guests to gather in a more relaxed and inclusive way.

The afternoon featured an inspiring program, including a lecture by Professor Henrik Broman Larsson on sustainability and the future. Frida Bojsenled the discussions with warmth and consideration, ensuring that each segment felt inclusive and engaging.

In the evening, we invited our guests to a grand anniversary party at the newly renovated Café Opera. Gone was the old nightclub feel; instead, the venue now offered exactly the intimate and welcoming atmosphere we had been looking for. During the evening, guests were taken on a journey through the brand's history, where we highlighted how both humor and bold decisions have shaped the company.

The heart in the anniversary logo was the guiding principle throughout; every guest should feel seen and important. That's why we planned the seating arrangements with extra care and had our emcee and singer walk around among the guests to talk to them. Instead of putting a few individuals in the spotlight on stage, everyone received personal attention.

OUTCOME

The anniversary was a success! The combination of knowledge, future focus, and celebration created a rewarding and unforgettable day. The event strengthened the brand by:

💛 Provide guests with knowledge, inspiration, and joy
🤝 Strengthen relationships and enable new business contacts
🌍 Put sustainability at the center

Afterwards, positive feedback poured in. One of the guests summed up the feeling perfectly:"
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By investing in a thoughtful and personalized experience, Metsä Tissue not only created a celebration of its achievements—it also built strong relationships for the future.

Photo: Photographer Stina Svanberg