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Created in the early 1920s, Zoflora is the UK’s number one disinfectant. Created after identifying a gap in the market to provide beautifully fragranced disinfectant, Zoflora successfully differentiated themselves from their competition.

Zoflora continues to be a much-loved household brand found in the cupboards of over 5 million UK homes. With a product line of over 30 perfumer-crafted fragrances to choose from, Zoflora has developed a loyal customer following and, at the end of 2019, was the market leader in disinfectants in the UK.听

Despite being a market leader, its awareness and penetration were lower than expected. In order to reach a larger audience, Zoflora decided to position itself as a more fun, feminine and inspiring brand. This new launch resulted in an 8.2% rise in Zoflora’s value share, sales grew by 3%, and penetration grew by an incredible 50%. Zoflora has had many celebrity endorsements, including Instagram star Mrs Hinch.听

Zoflora successfully broke category norms to stand out in a very competitive market. It recognised its USP (fragrance) and built its brand on this. When Zoflora realised that it did not have good brand awareness, it advertised itself as a fun, feminine and inspiring brand. The core message didn’t change significantly, but rather creative tactics were used to re-connect with shoppers such as using Instagram influencers such as Mrs Hinch who fit well with Zoflora鈥檚 new 鈥榣ook鈥.听 Zoflora successfully created a new brand image without losing its core message, demonstrating that it may not be about changing the message but changing how you communicate it.

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