Design consultancy: Elmwood
Advertiser: The London Oil Refining Company

Executive Summary

Astonish is a family-owned cleaning products business, with squeaky clean ethical credentials, but low brand awareness. Over 40 years ago, it started selling oven cleaning products door-to-door, and had grown its range to over 60 products, and its turnover to around £17m per annum.

Despite a good presence in the value retailers, Astonish had failed to gain listings in the major multiples, but it knew that if it was to deliver its growth ambitions, it needed to change perceptions not only amongst consumers, but also buyers, in order to secure increased distribution - a difficult challenge in a sector dominated by the power brands of Unilever, P&G and Reckitt Benckiser with their big above-the-line clout.

The company appointed Elmwood to create a distinct brand proposition, and articulate a unique role for Astonish in consumers' lives. Following a full immersion in the company, the agency delivered a distinct and clear positioning, and iconic brand assets that allowed Astonish to be seen as a credible household cleaning brand, with a clear role as the consumers' go-to brand for the ultimate cleaning performance and shine -every time.