Buster Plughole Care: Because plugholes need love too

This case study describes how Buster became the UK's number one brand of plughole unblockers and fresheners by reinventing its image and taking a specialist approach.

Buster Plughole Care: Because plugholes need love too

Campaign details

Category name: Household goods & home constructionAgency: ElmwoodAdvertiser: Challs International

Executive summary

Challs International’s Buster emerged from obscurity on the supermarket shelves following a brand overhaul by Elmwood in 2004. Since then the company had continued to invest in design – its main marketing investment – to support its range of plughole unblockers and fresheners. A brand evolution in 2009 helped elevate the brand into a serious category contender, raising its ranking to become the UK’s No.2 brand. The challenge for Buster now was to create a platform...

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