INEOS Hygienics
Elevating brand presence and breaking into new markets for a plant-based, antibacterial enterprise. Product Launches & Events
The Brief
Creating opportunities to position a B2C brand and reach new audiences
INEOS Hygienics’ range of premium household and personal hygiene products was launched to support the NHS with sanitiser solutions during the COVID-19 pandemic. Since then, INEOS Hygienics has grown exponentially to become an established household name, providing millions of customers with science-backed, performance-led antibacterial products around the world.
MTM delivered its brand development and e-commerce website launch in 2020, since then, the agency has supported INEOS Hygienics to showcase its brand progression since its initial launch, to help prepare for new growth in new markets within the health and performance industry.
The Challenge
Providing a health-first brand that appeals to a B2C market
Insight and audience analysis, steered the development of new strategies to enable INEOS Hygienics to reach new markets and develop positive audience perceptions around the brand. The challenge was to build consumer-focused awareness, as well as support the development of appropriate associations that we could build on over time. This change also needed to capitalise on the increased interest in elite health, and communicate a focus on ‘being your best self’.
The Solution
Breaking stereotypes and focusing on performance
MTM worked with the INEOS Hygienics team to develop an integrated campaign programme that would provide greater resonance with new audiences, demonstrating its vision and values. Our approach explored various tactics around sharing the brand’s re-evaluated identity to its evolving target market, focusing on the ‘power of people’ and the idea of ‘perception vs reality’ in sports science.
A key component of the campaign was supporting the digital delivery of the new ‘Go Humans Academy’ initiative. Created to support the UK’s youth with exclusive content around the latest research in mental and physiological fitness, neurobiology, and emotional health thinking, the initiative offers a series of slickly produced digital masterclasses, hosted by industry experts to promote self-care, wellbeing, fitness, and creativity.
The digital solutions MTM created help reinforce INEOS Hygienics’ positioning as a leader in holistic wellness and hygiene, boosting its visibility and appeal, and underpinning its core values and vision in an authentic and tangible way.
