Katrin 50 years – a celebration for the future

Metsä Tissue’s wish for the 50th anniversary celebration was to give guests – customers from all over Europe – a unique experience. The celebration was meant 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 their brand Katrin They turned 50 years old. At that time, in 1974, the brand was a pioneer in the market and has a successful history behind it. But they did not want to look only back. Metsä Tissue wanted above all to put the spotlight on the future, on sustainability and innovation – not least on their major investment in sustainable tissue paper production. They wanted to create an inspiring meeting place where their most important customers could interact, engage and share the company’s vision.

The goal was to give the guests a 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 a jubilee day that began with lunch followed by lectures and discussions, and ended with celebration and festivities.

We created Cafe Katrin to give the day 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 where, among other things Professor Henrik Broman Larsson he lectured on sustainability and the future. Frida Bojsen led the conversations with warmth and thoughtfulness, and made sure that every element felt inclusive and engaging.

In the evening we invited the guests to a grand anniversary celebration in newly renovated Cafe Opera. Gone was the old nightclub feel; instead, the venue now provided 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, highlighting how both humor and bold decisions have shaped the company.

The heart of the anniversary logo was the guiding light through it all; every guest should feel seen and important. Therefore, among other things, we planned the table arrangement extra carefully, and we let our conference host and singer Walk around among the guests to talk to them. Instead of giving a few individuals spotlight on the stage, everyone received personal attention.

RESULTS

The anniversary was a successThe combination of knowledge, a focus on the future, and fun created a day that was both rewarding and unforgettable. The event strengthened the brand by:

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

Afterwards, positive feedback flooded in. One of the guests summed up the feeling perfectly:
”This must be one of the best anniversary celebrations you’ve ever done!”

By investing in a thoughtful and personalized experience, Metsä Tissue not only created a celebration of their achievements – they also built strong relationships for the future.

Photo: Photographer Stina Svanberg