Household cleaning brand Astonish has unveiled a £2.8m campaign – its biggest advertising investment so far.
Kicking off today (28 September), ‘There’s clean-ish. And there’s Astonish’ took “a bold stance on calling out false cleanliness and reinforces the brand’s positioning of superior cleaning performance at an accessible price point”, Astonish said.
Two horror film-style adverts focus on best-selling Astonish products Oven & Cookware and Mould Stain Remover. They will run on ITV, ITVX and Sky across live, on-demand and streaming throughout October. Further ad bursts are planned for November and January.
Astonish has also invested in its first national digital OOH activity, which runs until January, supported by social media and mobile targeting to reach consumers who have seen or passed the digital OOH screens.
The £2.8m investment came after the Astonish ‘Banish the Fear’ push on ITV and social “delivered a 607% uplift in sales and reached almost 30% of UK adults”, the Bradford brand said.
Howard Moss, CEO of Astonish, added: “The success of last year’s campaign demonstrated the role that brand investment can play in accelerating growth. The reason we’re increasing our spend so significantly this year reflects the confidence we have in both our products and the long-term opportunity in the category.
“Combined with the investments we’re making in manufacturing, this campaign represents another important step in our growth strategy.”
Last month, Astonish expanded its household care lineup with 11 products, which rolled into such retailers as Asda, Morrisons, The Range, B&M, Home Bargains, Savers and Poundland.
The innovations included the six-strong Frosted Cherry Cleaning Range of Ready to Use Disinfectant Spray, Toilet Fresh, Shake & Fresh, Floor Cleaner, Antibacterial Surface Cleanser and Concentrated Disinfectant.
The lines came alongside Thick Toilet Gel with Bleach 750ml, Concentrated Vinegar Cleaner 1L and Handwash Refill 1.2L in Aloe Vera, Vitamin E and Peony Bloom (rsps: £1-£2).
“Our latest launches demonstrate our continued focus on developing practical, effective cleaning solutions that meet the needs of modern households,” said Moss. “We’re continuing to combine trusted cleaning performance with convenient formats, great fragrances and accessible price points.”
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