Timberlink Green 
A History of Innovation

Innovation through
​Partnership
Launching the world’s first Low Odour Timberlink Green occurred in July 2015. This fantastic example of timber enhancement innovation was possible by listening to customer feedback and working collaboratively with a partner supplier.
 
Commercialisation of the Low Odour occurred through a collaborative approach between Timberlink, as the timber supplier, and Lonza, as the preservative solution supplier. 
 
Low Odour’s development was initiated by Timberlink following customers’ feedback about the strong smell when stocking Light Organic Solvent Preservation (LOSP) H3 treated timber.  Australian customers had come to appreciate the benefits of the dimensional stability and appearance of LOSP H3 timber, but did not like the stronger odour.  
 
The solvent odour was the only negative feedback, so Timberlink took on this challenge and commenced working closely with Lonza to find a solution.  In a fast track product devolvement process, taking only 12 months from initiation, the product was launched to market and resulted in an incredibly successful product take up.  The new enhanced product has approximately 30 times lower detectable odour level compared to traditional LOSP.
 
The development process required dedicated effort by the Lonza technical team including formulation work, efficacy testing, compatibility testing and numerous treatment trials to optimise the treatment process. Full-scale commercial production at Timberlink’s Bell Bay Tasmanian plant commenced July 2015. 
 
Timberlink’s Marketing and Technical focused on the customers’ insights and translated their need for “less smell” into a viable improved product solution.  This imperative was extensively tested using pre-launch product samples with focus groups among our merchant customers to ensure that the promised benefit was delivered. 
 
Lonza’s work ranged from lab analysis and trials and compliance work to being on the shop floor with Timberlink assisting with plant trials in Bell Bay.  The joint success of this innovation highlights each partner’s key strengths - Lonza’s chemical development expertise across the world and across several different industries, combined with Timberlink’s expertise in applying the chemical to timber and marketing this new innovative outdoor timber product to Australian customers. 
 
To support the product innovation of “low odour” timber, the market launch utilised both innovative and creative marketing tools.  Selling-in promotion supported by face-to-face meetings by the Timberlink sales team conducting blind sniff tests with customers during the month before launch. 
 
This was then followed by a 4-stage communications campaign across industry and specifically targeted to timber merchants and resellers across Australia.  The attention-grabbing creatives were delivered via postcard direct mailers, in both traditional and electronic form.  Product packaging with the distinct “New Low Odour” pink badges on the pack wrap started appearing in customers’ yards in Spring 2015.  The PR campaign was supported by coverage in industry news and magazines.   
 
Low Odour Timberlink Green is an example of how listening to customers and developing collaborative partnerships results in true innovation and helps ensure our industry will grow well into the future. LOSP has become the dominant preservative in outdoor structural pine, with approximately 70% of the outdoor structural pine market now estimated to be H3 treated using LOSP.
 
The Low Odour innovation highlights the importance of collaborative relationships for Timberlink – in this case its strategic partnership in chemical supply linked to understanding and responding to customers’ feedback. This initiative is a great example of where the industry can utilise a collaborative approach to enhance the preferences for timber products supplied into the market, growing the overall demand for Australian produced high value timber.

Marketing Campaigns

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