Swarfega is celebrating the conclusion of a successful 70th year with a significant boost in sales. The company has said the 70th anniversary milestone and the launch of the TOUGH by Swarfega range marked a renaissance for the iconic brand and prompted impressive growth, reflected in strong sales for its merchant customer base.
Over the last 70 years, the manufacturer has expanded its range, developing from hard working hand cleaners in the early years, to cover a variety of skin care, surface cleaners and degreasing and maintenance products today. Below, the company outlines the recent boost it has seen.
Swarfega’s 70th year in numbers:
- Over 100,000 units of TOUGH by Swarfega products sold
- Over 1,000 stockists
- Over 4.5 million litres of Swarfega products produced
The increase in sales was supported by two major marketing campaigns over the 12 months. During the first six months of the year, Swarfega focused on the 70th anniversary celebrations, emphasising the brand’s history and heritage. Marketing investment successfully drove sales through the end-user audience, thanks to a wide-reaching campaign that included advertising, social media and media coverage.
The second half of the year focused on the promotion of the limited-edition TOUGH by Swarfega range, launched to distributors in May ’17 and to end users in September ’17. The range – aimed at the professional trades and mobile workers – introduced six new products to the market with sun cream and shower gel making a debut in Swarfega ‘colours’, alongside new formulations, including: hand wash, heavy duty wipes, skin protection cream and moisturising gel.
The TOUGH launch campaign saw the manufacturer take to the airwaves for the first time in decades. Supporting merchants, Swarfega also provided great looking point of sale stands and posters to help ensure the products stood out in store.
The TOUGH by Swarfega products have been so well received in fact, that the range is now a confirmed, permanent addition to the company’s product portfolio.
Speaking on why the range was developed, Paul Jakeway, Marketing Director said: “Swarfega is a fantastic brand that generates huge affection in a wide range of sectors. With the launch of the TOUGH by Swarfega range, we wanted to bring the new formulations we’ve developed to the professional trades market, as there is a real demand for high quality skin care products that work as hard as the trades. The response from the stockists and end-users so far has been great and our plans for the next twelve months will support all the Swarfega products.”
Looking to the next twelve months, the brand is targeting significant growth in sales again, with another exciting year of marketing activity planned. As with the past 12 months, the campaign is likely to include radio advertising in the autumn alongside print advertising, media relations, digital and social media campaigns.
The team are also exploring the addition of one or two new products to the TOUGH by Swarfega range, with more details to be announced towards the end of 2018.