The Kemetyl Group is a Swedish company trading in 45 European countries and has a turnover of €140 million. Their product portfolio contains fluids and hardware, car care and accessories, hygiene and household products is the largest manufacturer of ethanol in Europe.The brief was to launch Kemetyl AdBlue, a new automotive product that reduces the level of harmful exhaust emissions in diesel cars.

AdBlue is a trademarked product that has been developed to comply with Euro 6 European emissions legislation. The marketplace is extremely competitive and to differentiate Kemetyl have developed a unique non-spill applicator to ensure the urea based product does not get clothes or paintwork. The challenge was to launch the new product into a market where awareness is low, the political agenda is heated and all with a relatively small budget.