OzKleen – Product branding
Mitara completed a rebrand including all existing and new product lines in the OzKleen range
Mitara completed a rebrand including all existing and new product lines in the OzKleen range
ClientOzKleen
ProjectInternational rebranding of existing products, plus expansion of their product range.
ProblemOzKleen faced a major threat with the introduction of Coles ‘OwnBrand’ range of cleaners. In order to remain on Coles shelves, OzKleenhad to be one of the top two selling brands. OzKleen didn’t have anadequate budget for a large advertising push, so it was vital thenew-look brand achieve their goals.
SolutionMitara designed an impacting new brand image and packaging that wasstill identifiable to the consumer as an OzKleen product, whilstportraying value for money against competitors.
OutcomeThe new packaging resulted in increased sales without a largemarketing spend. Coles has since introduced new products from theOzKleen range which have been given premier shelf position. Thecampaign was so successful it has now been expanded internationally.
ProjectInternational rebranding of existing products, plus expansion of their product range.
ProblemOzKleen faced a major threat with the introduction of Coles ‘OwnBrand’ range of cleaners. In order to remain on Coles shelves, OzKleenhad to be one of the top two selling brands. OzKleen didn’t have anadequate budget for a large advertising push, so it was vital thenew-look brand achieve their goals.
SolutionMitara designed an impacting new brand image and packaging that wasstill identifiable to the consumer as an OzKleen product, whilstportraying value for money against competitors.
OutcomeThe new packaging resulted in increased sales without a largemarketing spend. Coles has since introduced new products from theOzKleen range which have been given premier shelf position. Thecampaign was so successful it has now been expanded internationally.
Greer Quinn, Public Relations Manager OzKleen
"When Ifirst saw the box of Oven Power printed I could not stop looking at it.Mitara’s design and recommendations for the printing and packaging hadcreated a result that was absolutely beautiful. Just stunning. It wasgood enough to hang on a wall.
All OzKleen’s products fall into the category known in the industryas “Fast Moving Consumer Goods”, which means there is a great deal ofpressure to ensure the product is picked up from the shelf by theconsumer or there is a risk the supermarkets will de-list the product.Demand for the product needs to be stimulated immediately upon theproducts hitting the shelves through a range of marketing strategies,but as a family-owned business we are never able to spend as much asour multinational competitors. Our focus has always been on creatingproducts that are superior to anything else on the market andconsequently, we rely heavily on word-of-mouth. But as the cleaningproduct industry has become increasingly competitive, we have beenforced to find new strategies to enhance our brand. In the instance ofOven Power, we decided that packaging would form a key role in ouroverall marketing strategy. We needed to spend money on packaging anddesign anyway so we thought, why not make it exceptional?
At the time Oven Power hit the shelves at Coles Supermarkets, we hadnot done any other marketing. So until word-of-mouth kicked in, uptakewas purely determined by the packaging and OzKleen’s existingreputation. When the first sales’ figures started to come throughshowing that Oven Power was ranked number-two in Coles’ Oven Cleanercategory with only 87 per cent distribution, even we were surprised.Within just two months, with zero marketing and even without fulldistribution, Oven Power had captured a 12.3 per cent market share inthe category, while sales continued to climb.
Judging by the testimonials, which are now coming in on a dailybasis word-of-mouth has now kicked in for Oven Power. The product isexceptional and delivers exactly what the packaging portrays. Itactually works.
Mitara Empresa achieved exactly what we wanted — the best possibleintroduction to the market for Oven Power. Now the product can speakfor itself."
"When Ifirst saw the box of Oven Power printed I could not stop looking at it.Mitara’s design and recommendations for the printing and packaging hadcreated a result that was absolutely beautiful. Just stunning. It wasgood enough to hang on a wall.
All OzKleen’s products fall into the category known in the industryas “Fast Moving Consumer Goods”, which means there is a great deal ofpressure to ensure the product is picked up from the shelf by theconsumer or there is a risk the supermarkets will de-list the product.Demand for the product needs to be stimulated immediately upon theproducts hitting the shelves through a range of marketing strategies,but as a family-owned business we are never able to spend as much asour multinational competitors. Our focus has always been on creatingproducts that are superior to anything else on the market andconsequently, we rely heavily on word-of-mouth. But as the cleaningproduct industry has become increasingly competitive, we have beenforced to find new strategies to enhance our brand. In the instance ofOven Power, we decided that packaging would form a key role in ouroverall marketing strategy. We needed to spend money on packaging anddesign anyway so we thought, why not make it exceptional?
At the time Oven Power hit the shelves at Coles Supermarkets, we hadnot done any other marketing. So until word-of-mouth kicked in, uptakewas purely determined by the packaging and OzKleen’s existingreputation. When the first sales’ figures started to come throughshowing that Oven Power was ranked number-two in Coles’ Oven Cleanercategory with only 87 per cent distribution, even we were surprised.Within just two months, with zero marketing and even without fulldistribution, Oven Power had captured a 12.3 per cent market share inthe category, while sales continued to climb.
Judging by the testimonials, which are now coming in on a dailybasis word-of-mouth has now kicked in for Oven Power. The product isexceptional and delivers exactly what the packaging portrays. Itactually works.
Mitara Empresa achieved exactly what we wanted — the best possibleintroduction to the market for Oven Power. Now the product can speakfor itself."
