Household cleaning brand Spontex, part of the Jarden Corporation, has announced a new £1 million marketing and promotion investment into the UK market for 2012/13. The brand has just unveiled its clean new look with the updated Spontex logo reintroducing the cute and cuddly hedgehog (after several years out of the business) as brand ambassador.
The hedgehog is also centre of attention in the season two sponsorship of hit Sky 1 comedy Trollied featuring Jane Horrocks and Stephanie Beacham.
As well as high profile, prime time TV sponsorship, the brand has also invested in its social media channels on Facebook, YouTube and Twitter as well as a national PR, communication and sales promotion campaign. The campaign for 2013 has been designed to position the brand to meet the needs of today’s busy working mothers who are time poor and face the daily struggle to juggle home, work and family life.
The Spontex range of products appeals to the target audience by making light work of many household chores with the slogan ‘Clever Cleaning’ being used to convey useful hints and tips to consumers for streamlining their chores to free up more time for themselves. The UK ranges have also undergone a refresh this year with new products being added to the scouring lines, an extension of the gloves portfolio and innovations in the mop and floor cleaning offering. These range extensions and investment in new product developments underlines the commitment to the UK market by Spontex as a serious player in the cleaning and household categories.
Commenting on the brand investment, UK head of marketing, Joanne Evans said: “Spontex is a great household brand and our product portfolio really meets the needs of today’s busy woman by offering clever cleaning solutions”.
“The campaign for 2013 has been designed to promote the extensive product range we have which covers cloths, scourers, gloves and floor cleaning lines – we will be promoting the benefits of our products and how they work through our Clever Cleaning mantra while maintaining our sense of humour when it comes to cleaning with the help of our Spontex hedgehog!”