Zoflora

More than 100 years ago, the main disinfectant used to clean public spaces smelt terrible. Zoflora was born to solve that issue so community spaces could be enjoyable places for everyone.

Today, Zoflora continues to uplift homes and communities through the power of beautifully scented cleaning.

“Cleans Homes Beautifully”.

Zoflora isn’t just a disinfectant – it’s a brand people obsess over. Its fans call themselves “Zoflora addicts” and even refer to using the brand as ‘Zofloring’ rather than cleaning or disinfecting.

In a largely functional and performance-based category, Zoflora brings a bit of glamour and joy to the otherwise mundane and boring tasks. Whether it’s disinfectant or floor wipes, it just does things more beautifully than its competitors. We brought this idea to life through the line using distinctive creative that breaks category conventions, showing very little cleaning and using stylish bursts of explosions of ingredients to deliver amazing fragrance.

Below the line, we used audience targeted dynamic digital display ads that featured different imagery and messaging that reflected the needs of the individual audience profiles. We also chose some stand out high impact creative formats that really disrupted people’s online behaviour. The strategy was then rolled out by the agency group into social campaigns designed to engage new users coming into the brand, website redesign and POS executions. This was an uplifting idea that could flex to any product within the portfolio, whilst also building a consistent and recognisable brand that stands apart from its competitors.

From AV to digital, branding to experiences, every touchpoint expressed beauty and aspiration, building a consistent brand that stood apart.

The campaign successfully transformed Zoflora from a niche disinfectant into a household name in cleaning, driving rapid growth and brand value in the long run:

• £9M year-on-year brand growth, taking brand worth to £47M

• 7% YOY growth in a market down –3.8%