Launch a brand from scratch in a matter of months

Challenge:

Launch a new brand from scratch and establish the business as a leading player in the category.

Background:

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.

Solution:

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.

Results:

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