Kreepy Krauly is over 40 years old in Australia and has sold over 3 million units worldwide. It is viewed as the original automatic pool cleaner that owners could set and forget. The brand is so well known that ‘Kreepy Krauly’ has become a generic term for pool cleaners, in the way that ‘Hoover’ is for vacuum cleaners or ‘Xerox’ is for photocopiers.
The downside of this legacy is it is seen as ‘old technology’, especially when compared with the more streamlined-looking robotic cleaners.
The challenge for the 2014/2015 marketing campaign was to re-establish the cleaning credentials of Kreepy Krauly, while leveraging the existing brand equity.
Kreepy Krauly has been in the market so long precisely because it is so efficient and reliable. Only Kreepy Krauly sucks, scrubs and skims to give pools a true top to bottom clean.
It’s not clean unless it’s Kreepy Krauly clean.
Kreepy Krauly lives up to its name by skimming all the creepy crawlies off the surface of your pool. The highly impactful spider campaign highlights the problem of robotic cleaners, while reinforcing the triple-clean action of Kreepy Krauly.
PLAN / IMPLEMENT
The national brand campaign ran throughout the Summer 2015/16 period. The campaign media included Outdoor, Online, Social Media and SEO/SEM, with an update of the Kreepy Krauly website and packaging.
The campaign successfully re-launched Kreepy Krauly into the Australian market with a new brand look and feel and refreshed message.
An app was developed to assist choosing the right cleaner and was also used as an in-store display.