PRESS RELEASE 2025-12-02
How does a company create curiosity and awareness when it is just an ingredient in someone else’s end product? That was a question Domsjö Fabriker asked themselves. We see the result in the new campaign Domsjö Was Here!
With the help of three new commercials, the venerable biorefinery, based in Örnsköldsvik Höga Kusten, wants to draw attention to what the end products can actually be from what is produced in the 120-year-old factory. And the fact is that their raw material products turn up where you least expect it.
“Not many people are aware that our cellulose is found in such diverse end products as sausage skins, car tires and viscose,” says Mona Nordin, Communications Manager at Domsjö Fabriker, and adds: “We want to change that with this campaign, we want to raise awareness about us and our products.”
The examples highlighted in the new films may surprise some people, believe
Camilla Nyberg and Fredrik Östlund, the two marketing managers at Domsjö Fabriker.
A common misconception is that paper is made in the mill, which is completely wrong.
“Most people think we make paper, but we don’t. It might be news to many people” , says Camilla and continues:
“What we produce is specialty cellulose for the viscose industry and the production of sausage skins, among others. In the production of cellulose, we utilize by-products such as bioethanol and lignin, which are two other major business areas.”
Fredrik Östlund, Marketing Manager for Cellulose, explains that the unique properties of the raw material are crucial for customers:
“We have different recipes depending on the customer specification we produce. Our cellulose is used in a wide variety of end products.”
Domsjö manufactures about fifteen different types of cellulose specifications with specially designed properties – all tailored to the end product that the raw material will be part of. “In addition to the special properties of cellulose, the sustainability aspect is an important success factor for Domsjö internationally,” he says:
“Our process is based on making more of the tree, where all process flows are connected.”
Camilla, who is responsible for the lignin and bioethanol product categories, which are by-products of cellulose production, agrees and says
“We use the whole tree, which provides a sustainability angle for all our products and also for the final CO2 footprint.”
By highlighting Domsjö’s excellence in sustainable production of cellulose, lignin and bioethanol, the company hopes to both increase knowledge of what the company does, and at the same time attract new employees.
The new commercials feature several people who work at the factory, which Domsjö believes will increase internal pride:
“Our employees are our backbone, without them the factory would stop. That’s why it’s great to have some of them acting in the movies – and they were really great” , Catarina Wahlert, HR Manager at Domsjö Fabriker, says impressed.“
Kampanjen kommer att synas i sociala medier med start 2025-12-02.
Read more and watch the videos here
Download the press release and related materials here
Björn Vedin
CEO, Domsjö Fabriker
E-mail: bjorn.vedin@domsjo.adityabirla.com
Mobile: +46 70-363 44 88
Catarina Wahlert
HR Manager, Domsjö Fabriker
E-mail: catarina.wahlert@domsjo.adityabirla.com
Mobile: +46 72-401 31 89
Mona Nordin
Communications Manager, Domsjö Fabriker
E-mail: mona.nordin@domsjo.adityabirla.com
Mobile: +46 70-668 50 68
