The brand was in decline in 2014 with low market share, no brand support and a poorly considered promotional strategy. We have dramatically turned this around and ACE is now the biggest growing brand in the category. According to Nielsen, ACE is the only brand growing in the sector and taking market share.
We have launched ACE for Whites, and this is now the fastest growing product in the category and the signs are that this will be as successful as the renowned ACE for Colours. We have also introduced a new Colour powder with fantastic environmental credentials and we’re excited to be launching more highly innovative ACE products this year.
We achieved this by firstly repositioning the product and all packaging to satisfy both consumer and retailer needs. We then also developed and implemented a comprehensive targeted national marketing and communication programme, including a highly engaging social media campaign with influencers, effectively combined with a dynamic trade promotional support plan.