How halving Australia's washing time more than tripled Biozet Attack's share of category

Guy Marshall and Simon Bookallil

Big in Japan, just not here.

Biozet Attack is the number one laundry brand in Japan with an extraordinary history in technology and innovation. But this global success had not translated to the Australian market, and at the beginning of 2014 Biozet Attack was the eighth brand out of eight in the liquid laundry detergent category. An unsustainable position in a supermarket landscape hell bent on consolidation and commoditisation.

There was nothing wrong with Biozet Attack liquid. The product worked. The packaging communicated all the right cues. It would not be an overreach to suggest that it was the best liquid laundry detergent on shelf. And yet, very few consumers could be moved to care.