How Boutique Helped Astonish Break Into Kantar's Top 10 FMCG List: Cleaning Up In A Crowded Category

THE CLEANING CATEGORY: A MESSY MARKETPLACE

The household cleaning category is cluttered and crowded with giants - but not many brands sparkle.

Astonish had bold ambitions: to grow retail sales, reach new audiences, and earn a place in the UK’s top 10 FMCG brands.

But there were two major challenges:

+ A shelf dominated by long-standing household names

+ A brand that appealed to value-driven families but wasn’t front of mind for younger consumers

+ Astonish didn’t just want more listings on the shelf. They needed to be top of mind for shoppers in the aisle.

A FRESH TAKE ON FAME

We knew the brand was already growing its presence in retail stores. What they needed was to grow in shoppers’ minds.

So we focused on mental availability - making Astonish more noticeable, more memorable, and more ‘grab-it-off-the-shelf’ desirable.

Our plan?
A fame-building strategy powered by primetime TV, bold OOH placements and a tongue-in-cheek cultural moment that brought Astonish products into the mainstream.