Manchester-based agency, IF, has dug deep to understand the mindset of allergy sufferers in relation to cleaning products and detergents, after being informed by rigorous customer and market intelligence.
The agency then focused on re-branding cleaning brand Surcare, with the results borne out of key insight around customers still wanting to enjoy life, be adventurous and have fun.
Developing a new identity, IF used butterflies to suggest the gentle caring nature of the brand alongside a care-free spirit of adventure.
Sarah Woods, senior marketing manager at McBride said: “Surcare has been in the McBride brand portfolio for over 30 years and over that time we’re proud to have built a following of extremely loyal customers who have had their lives positively impacted by our products. With allergies on the rise, customers taking more care over their health and wellbeing and being more interested than ever in product ingredients, now felt like the right time to move Surcare onto the next level.
“Our aim was simple: more people need to know about our great brand. 12 months ago, we appointed the if agency to undertake a rebrand project. Starting with understanding our consumers, we worked with if agency to revolutionise the look and feel of the brand, injecting some much-needed personality. The new branding is very different and a big brave step, but we know it is absolutely the right thing to do.
“With the new branding hitting the shelves in July accompanied by a new website, social platforms and trade plan we couldn’t be prouder of what we’ve all achieved.
“Thank you to the team at if agency for being our partners on this project – their passion and creativity has been unwavering throughout and on a personal level they are a lovely bunch of people to work with.”