Insinkerator

InSinkErator was struggling with several critical issues:

• Sales Decline: Over the years, sales have steadily declined, driven by a lack of direct consumer engagement and outdated product perceptions.
• Product Issues: Existing units were seen as outdated, with consumers unsure of their value or purpose.
• Confused Value Proposition: Marketing efforts, relying on global campaigns focused on hygiene and smells, missed the mark in Australia. The real concerns of Australian consumers—environmental impact, misunderstandings about the product, and cost-related issues—were not addressed.

Ex Animo discovered that InSinkErator had never engaged directly with Australian consumers. Instead, they relied on insights from the UK and USA, which focused on solving issues like smells but overlooked the Australian market’s unique concerns. Campaign materials, often featuring unappealing images like fish heads and unhappy families, only added to the confusion and failed to resonate with Australian consumers.

Through research, Ex Animo uncovered that the key concerns for Australian consumers were environmental impact, landfill waste, and rising council rates due to increased garbage collection costs. It became clear that InSinkErator had a significant opportunity to reposition itself as a product that contributes positively to the environment.

Ex Animo took a holistic approach to address the challenges facing InSinkErator, focusing on strategic repositioning of the brand to align with the values and concerns of Australian consumers:

• Product Strategy: Ex Animo redefined the product strategy to emphasise the environmental benefits of using InSinkErator. The product was repositioned as a solution that helps reduce food waste in landfills, thereby contributing to reducing methane gas emissions and supporting sustainable practices.
• Channel Strategy: To better reach and engage with the target audience, Ex Animo developed a channel strategy focused on direct consumer engagement through traditional and digital platforms. This included targeted campaigns designed to educate consumers about the environmental impact of food waste and how InSinkErator could play a role in addressing these concerns.
• Brand Repositioning: Ex Animo repositioned InSinkErator as a brand that offers a practical kitchen solution and contributes to environmental sustainability. The messaging was centred around InSinkErator as a “Food Waste Warrior” that helps fight climate change by reducing food waste sent to landfills. The product’s ability to convert organic matter into biosolids, which farmers can use to grow crops, was highlighted as a key benefit.
• Communication Strategy: The new communications strategy focused on clear, consumer-centric messaging that resonated with Australian values. Campaigns emphasized the positive environmental impact of using InSinkErator, including reducing landfill waste, lowering council rates by decreasing garbage collection costs and supporting sustainable agriculture. The messaging framed InSinkErator as a champion of climate change action and a must-have kitchen appliance for environmentally conscious consumers.

The strategic repositioning and targeted campaigns delivered by Ex Animo led to a significant turnaround for InSinkErator in the Australian market:

• Revitalised Sales: The clear, environmentally focused messaging resonated with consumers, leading to an uptick in sales and a renewed interest in the product.
• Improved Consumer Perception: The shift from a hygiene-focused narrative to one emphasizing environmental benefits helped clarify the product’s value proposition, leading to greater understanding and acceptance.
• Stronger Brand Identity: InSinkErator successfully repositioned itself as a leader in sustainable kitchen solutions, appealing to a new generation of environmentally conscious consumers.