Revitalising an Icon: Modernising a Classic Heritage Brand into a Market Contender
THE CHALLENGE
Kitten was a household name in Australian car care, but the brand’s visual presence and market positioning had faded over time. Parent company CRC Industries needed to revitalise the heritage brand, update its appeal for modern car enthusiasts, and regain premium retail shelf placement – specifically targeting national distribution through Repco and service station networks across Australia and New Zealand.
THE STRATEGY
Drawing on deep industry expertise in elevating automotive brands, we developed a brand evolution strategy: transforming Kitten into Kitten Ultra. The new positioning bridged nostalgia with high-performance modern formulas. To generate widespread pull, we built a high-energy campaign anchored by a marquee sponsorship with Supercars driver Dave Reynolds as brand ambassador, creating a compelling reason for major retailers to stock and feature the upgraded range.
THE SOLUTION
We conceptualised and delivered an end-to-end brand refresh and retail launch campaign across broadcast, digital, and in-store channels.
Key elements included:
Brand Identity & Packaging Evolution: Rebranding, visual identity, and sleek packaging design that elevated shelf presence while honoring heritage recognition.
Broadcast TVC & Video Production: High-impact TV commercial and in-store retail video content featuring brand ambassador Dave Reynolds demonstrating product performance.
Ambassador & Sponsorship Integration: Leverage of Supercars driver Dave Reynolds across print, digital, and promotional touchpoints to build authentic automotive credibility.
High-Impact Point-of-Sale (POS): Custom retail display headers, floor stands, and promotional collateral built to drive high-volume impulse purchases.
Multi-Channel Digital Marketing: Dynamic online content, social campaigns, and digital advertising toolkits designed to capture younger car enthusiasts.
THE RESULTS
The relaunch successfully secured full national distribution and preferred supplier status through Repco across Australia and New Zealand, giving Kitten Ultra widespread availability across major retail stores and convenience outlets.
WHY IT WORKED
By pairing a sharp, performance-focused rebrand with high-octane Supercars sponsorship, the campaign turned a legacy brand into a high-demand retail powerhouse that buyers and consumers couldn’t ignore.