Although Suffolk-based Challs is a small business up against blue chip rivals, the re-branded Buster range has grabbed buyers' attention and is now sold in nearly all national chains.
Following the relaunch in mid 2004, sales grew by 35 per cent - and they are forecast to continue rising. The successful relaunch means that Challs is determined to place design at the heart of future plans, including new market launches and a growing overseas presence.
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A firm commitment gets results
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Design has changed our culture and we want more of it. We want to work with designers to find new ways to challenge the rules.
Subsequent work by Elmwood has included further simplification of labelling, copy changes responding to post-launch focus groups, and collars for the bottles, which reassured existing Sink Fresh customers they were still getting the same product. In addition, new stationery and consumer mailings were developed. Increased revenues have been invested straight back into the product, with a series of radio ads voiced by TV DIY specialist Tommy Walsh having a noticeable effect on brand awareness.
In late 2005, Aldi UK placed the biggest single order yet for Buster, repeating it in January 2006. This opened the way to negotiations with Aldi in both Switzerland and Germany. Challs is also looking to adapt Buster for the janitorial market and public sector clients. ‘We're not stopping here,’ Burchell says. ‘Design has changed our culture and we want more of it. We want to work with designers to find new ways to challenge the rules.’
