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OzKleen – Rebranding of Product Range

Branding, Design, Marketing

OzKleen – Product branding
Mitara completed a rebrand including all existing and new product lines in the OzKleen range
Client OzKleen

Project International rebranding of existing products, plus expansion of their product range.

Problem OzKleen faced a major threat with the introduction of Coles ‘Own Brand’ range of cleaners. In order to remain on Coles shelves, OzKleen had to be one of the top two selling brands. OzKleen didn’t have an adequate budget for a large advertising push, so it was vital the new-look brand achieve their goals.

Solution Mitara designed an impacting new brand image and packaging that was still identifiable to the consumer as an OzKleen product, whilst portraying value for money against competitors.

Outcome The new packaging resulted in increased sales without a large marketing spend. Coles has since introduced new products from the OzKleen range which have been given premier shelf position. The campaign was so successful it has now been expanded internationally.
Greer Quinn, Public Relations Manager OzKleen

"When I first saw the box of Oven Power printed I could not stop looking at it. Mitara’s design and recommendations for the printing and packaging had created a result that was absolutely beautiful. Just stunning. It was good enough to hang on a wall.

All OzKleen’s products fall into the category known in the industry as “Fast Moving Consumer Goods”, which means there is a great deal of pressure to ensure the product is picked up from the shelf by the consumer or there is a risk the supermarkets will de-list the product. Demand for the product needs to be stimulated immediately upon the products hitting the shelves through a range of marketing strategies, but as a family-owned business we are never able to spend as much as our multinational competitors. Our focus has always been on creating products that are superior to anything else on the market and consequently, we rely heavily on word-of-mouth. But as the cleaning product industry has become increasingly competitive, we have been forced to find new strategies to enhance our brand. In the instance of Oven Power, we decided that packaging would form a key role in our overall marketing strategy. We needed to spend money on packaging and design anyway so we thought, why not make it exceptional?

At the time Oven Power hit the shelves at Coles Supermarkets, we had not done any other marketing. So until word-of-mouth kicked in, uptake was purely determined by the packaging and OzKleen’s existing reputation. When the first sales’ figures started to come through showing that Oven Power was ranked number-two in Coles’ Oven Cleaner category with only 87 per cent distribution, even we were surprised. Within just two months, with zero marketing and even without full distribution, Oven Power had captured a 12.3 per cent market share in the category, while sales continued to climb.

Judging by the testimonials, which are now coming in on a daily basis word-of-mouth has now kicked in for Oven Power. The product is exceptional and delivers exactly what the packaging portrays. It actually works.
Mitara Empresa achieved exactly what we wanted — the best possible introduction to the market for Oven Power. Now the product can speak for itself."