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A challenger brand strategy for new bleach packaging design

A challenger brand strategy for new bleach packaging design, Jeyes, Parazone Bleach, Madeyoulook, Asia packaging
UK –
Jeyes has repositioned the brand identity for its Parazone Bleach product range with a new packaging design that communicates the product’s powerful germ-kill ability.

Brand design consultancy Madeyoulook was given the task of renewing the brand’s image and packaging design, so Parazone could stand out on retail shelves filled with competing products.

Creative Director Nicky Sayers 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”.A challenger brand strategy for new bleach packaging design, Jeyes, Parazone Bleach, Madeyoulook, Asia packaging

A new positioning was created and defined as “Protection for your Home”, and in line with this, the consultancy created the new identity to reflect the new positioning in the form of a branded protective shield, built from the Jeyes heritage, which included the roofline to endorse the values of Jeyes and the shield working together, to protect for your home.

The Parozone brand name was retained in its identity for recognition. The colour red was chosen to reflect this challenger brand strategy and to reflect Parozone’s, strongest ever bleach product.

Yvonne Adam, Marketing Director at Jeyes, said, “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.



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