Through a strategic repositioning initiative, we modernised ACE’s packaging, refined its market positioning, and launched a comprehensive marketing campaign that included national advertising, influencer-led social media, and robust trade promotions.
“Innovation has been at the heart of our strategy,” said Adam Underwood, Brand and Product Lead at Robinson Young. “We introduced ACE Ultra for Whites, which quickly became one of the fastest-growing products in its category.”
According to Nielsen data, ACE has consistently delivered growth in both volume and value, standing out as one of the few brands gaining share. This success is a testament to the strength of the Robinson Young–Fater partnership and the dedication of our team.
“We’re delighted with what we’ve achieved with ACE over the past decade,” Adam added. “Together with Fater, we’ve not only revived a trusted brand but also established it as a household name in UK laundry care.”
