Salter, one of Britain’s oldest houseware brands, has unveiled its updated brand strategy which it hopes will increase its sales.
The company, which is owned by Ultimate Products, began its operations back in 1760 and is hoping its new approach will appeal to today’s modern consumer and grow its wider consumer base.
Tracy Carroll, Brand Director at Ultimate Products, said: “We approached Salter as an evolution of the brand as it was too risky to completely rebrand due to the brand’s high equity.
“We have 78% awareness in the UK and are the No.1 scales brand in kitchen and bathroom, so to make a complete change could have potentially changed our position in the market.
“We began the process by qualifying consumer brand perception, and quickly saw from the research that our brand was primarily associated with trust and reliability, and viewed as a loyal brand, known mainly for scales. Our research also pointed to the fact that many viewed it as a masculine brand, which doesn’t accurately reflect our customer base. So, it was time to enhance the positives and change the negatives with discreet changes to our identity to better reflect our mission, values and vision.”
The company has said it plans to change consumers perception by adding more emotion to its campaigns to “tap into increased lifestyle movements to connect with the consumer across all touchpoints, including packaging digital, video and trade assets this summer.”
It also stated that “expertise and knowledge” form the basis of its brand update.
