RID’s relaunch generates significant revenue, market share growth + AMI award for innovation

(Pictured above: Rob Milne, Marketing Manager and Todd Adamson, Sales General Manager, RID with the Australian Marketing Institute Award)

One year ago, RID took a decisive step, unprecedented in its nearly 70-year history, to relaunch. The strategy proved highly successful, generating revenue growth of 68.2%, double digit market share growth and an Australian Marketing Institute (AMI) Excellence Award. Judged by industry peers, the AMI award validated the campaign’s creative, innovative and measurable impact.

Launched in 1956, RID is a household brand synonymous with protection and healing care. Despite RID’s long history, the need to align with evolving consumer demands, widen market opportunities and improve relevancy, instigated the relaunch.

The relaunch journey began with research conducted by The New Spin. The importance of emphasising and clearly communicating RID’s market-leading formula – the dual combination of prevention and reactive care with Antiseptic Bite Protection – was a key outcome. Unsurprisingly, the research also revealed RID’s strong brand assets: signature magenta colour; familiar non-chemical scent; and association with outdoor wellness activities.

Says Rob Milne, Marketing Manager, RID Australia: “While RID has enjoyed nearly seven successful decades, the relaunch helped to revitalise the brand and guarantee future prosperity. We partnered with several agencies including: WhatCameNext for rebranding and packaging; Friends&Allies to manage creative and strategy; 3P Studio to create and produce the video content; and Communicate Australia for media strategy and buy.

“For consumers, RID’s modernised and compelling visual identity coupled with strengthened brand equity will continue to stand out in the evolving Personal Insect Repellent (PIR) category.”

The success of the relaunch relied on balancing RID’s legacy while addressing modern consumer needs and shifting market trends. As a result, sales and profitability have increased and RID’s status as a leader in first-aid repellent care remains.

Says Todd Adamson, Sales General Manager, RID Australia: “The relaunch delivered increased sales and revenue growth of 68.2%.  We also added SKUs such as a sensitive range and Bite Relief Repellent while improving market presence in all sales channels from pharmacy to grocery. All measures have set the stage for RID’s continued resurgence as Australia enters peak insect season.”

With several exciting new products in development, RID is committed to continued innovation, ensuring it meets the evolving needs of Australian consumers while remaining a trusted leader in first-aid repellent care.

RID’s range is available from major and independent pharmacies, supermarkets and Bunnings.