The host brand – or the host squirrel – of the Venla relay’s fourth leg is a tissue paper brand Serla. Their symbol, the Serla squirrel, will play all around the competition area and lead the smallest orienteerers of the family through a play track or to have fun in a bouncy castle. The squirrel will also invite adults to buy a bag of paper products next to the race track opening gate. Serla products – household tissue, baking and cooking papers, plastic lunch bags, aluminium foil – are being used as well in Jukola -event’s kitchen.

Tissue paper products supplier Metsä Tissue participates in the Venla relay with three teams and in the Jukola relay with four teams. Training sessions for the staff have been organized in several countries from Finland and Sweden until Germany, Poland and Slovakia. There are both beginners who have started to be orienteering enthusiasts because of Metsä Tissue’s and Jukola relay’s sponsorship contract, and very experienced orienteerers.

Responsible products

Serla is a leading tissue paper brand in the Nordic countries as well as in the Baltic countries. Strong and economical Serla products are made mainly of recycled fibre. Serla products include

household and bathroom tissue, handkerchiefs and cooking and baking products.

Serla is the first recycling paper to fulfill the new tighter requirements in order to achieve the Nordic Environmental Label (Swan label). Serla’s manufacturer Metsä Tissue aims to minimize the environmental impacts of their products during their entire lifespan beginning from sourcing of raw materials trough production and consumption to their disposal. The factories of Metsä Tissue are certified according to the ISO 1400 environmental management system and the ISO 9001 quality management system.

Serla – a strong brand

Serla has been chosen as one of Finland’s super brands. Serla was chosen amongst one of the strongest brands in Finland because of its long history, Finnishness, high-quality products and successful marketing.

Why did Serla want to participate in the Jukola relay? Serla appeals to those who take responsibility of their homes, value small things in life and make their close family and friends as their priority. The Serla Squirrel seen in the packages is a symbol of responsibility, awareness, efficiency and environment friendliness. Serla is a high-quality paper which can be used every day, making life a little bit easier. Serla staff noted that the brand identity fits well with orienteering and the values of orienteerers. And even if the squirrel feels comfortable in urban homes, of course the Finnish forest is where it feels the most at home.

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www.serla.com

www.metsatissue.com