Launch a brand from scratch in a matter of months
Launch a new brand from scratch and establish the business as a leading player in the category.
INEOS - one of the world's largest suppliers of pure ethanol (the primary ingredient in hand sanitiser) responded to an urgent need as the Covid-19 pandemic hit. The business overhauled its production line to manufacture medical grade sanitiser which it provided to the NHS, free of charge. From here, INEOS Hygienics was born, requiring a transformation of the business model from B2B supplier to consumer brand. Bray Leino was appointed to launch the brand and help secure distribution in store. But we had to move fast.
Stage 1: we launched the brand with support from the INEOS sporting partners – Lewis Hamilton and the Mercedes F1 Team – on Amazon in July 2020. This gave a direct and fast sales channel to sell the range and helped secure retailer distribution.
Stage 2: we put them on TV nationally in October to help land and then support growing listings with major retailers including Sainsbury's, Morrisons and Ocado.
Stage 3: we’re growing brand awareness to drive both sales and further distribution and extending into European markets.
In just 12 months, from a standing start in July 2020, we have helped grow:
- A top 5 sanitiser brand, with more than 6% of the market by value and 20% prompted brand awareness
- One of the fastest growing Amazon Stores on record – now worth £1.75m
- B2B sales offering to corporate, medical and industrial sectors
- INEOS Hygienics is now on track to be worth £20m by the end of 2022