Putting some personality back into Aussie backyard pool care.
At a glance
Tonic repositioned Baracuda, a pool care brand sold through Bunnings and Mitre 10, with a new line, ‘For Everyday Aussie Pools’, an integrated campaign across ATL, digital and social, and a redesigned website.
- Client:
- Baracuda
- Project:
- Rebrand and campaign launch
- Industry:
- Home and outdoor
Brand Positioning & Campaign Strategy, Branding, Copywriting, Art Direction & Design, Video & Stills Production, Motion Graphics & Editing, Social Media & Content Creation, UI & UX Design, Website Development, Marketing Automation, Direct Marketing
The brief
Help define and position Baracuda as the go-to pool brand for Bunnings customers in Australia.
The challenge: standing out against cheaper overseas brands
Sold mainly through Bunnings and Mitre 10, Baracuda is the affordable, reliable choice for Australians who want an easy way to look after the family pool. Overseas brands were moving into the same price point, so Baracuda needed a clear point of difference that would resonate with Australian customers.
The strategy: tap into the Aussie backyard pool
We defined the audience and a tone of voice built around the Aussie backyard pool way of life: affordable, fun and simple to use, matched to down-to-earth Australians looking for great value. It also aligned Baracuda more closely with the everyday Bunnings shopper, which the existing tagline didn’t reflect strongly enough.
The solution: ‘For Everyday Aussie Pools’
We created a new positioning line, ‘Baracuda – For Everyday Aussie Pools’, and an integrated campaign across ATL, digital and social, built around characters based on a typical Aussie family, with playful messages tied to the brand values and product benefits. A complete website redesign then made finding the right products easier, and more fun.
Have a specific project or opportunity you would like to discuss?
Contact us