Nicky Sayers, creative director at Madeyoulook said: "The Bleach category is a commodity sector with little interest from the consumer. It is hard for a second brand to compete in this sector where sales and growth have been driven by promotions; this has contributed to de-valuing the Parozone brand.? The core role of the brand had to be re-explored to offer a strong point of difference from own label to drive growth for this category to gain incremental listings".
According to Madeyoulook, the new identity reflects the positioning in the form of a branded protective shield, built from the Jeyes heritage.
Yvonne Adam, Marketing Director at Jeyes, added: "Bleach is an essential product for retailers to stock, and is currently helping to drive the growth we're seeing within the toilet care category – now worth £229m. The re-design for Parozone Bleach emphasizes the product's powerful germ-kill ability, communicating to consumers that it will help protect their families from germs, as well as keep their homes clean."
The new identity has been implemented across liquid bleach, in a range of fragrances, and will roll out to other products to build the brand further.
