kemetyl

About the project

The Kemetyl Group is a Swedish company operating in 45 European countries with a turnover of €140 million. Their product range includes fluids and hardware, car care and accessories, hygiene and household products, and they are the largest manufacturer of ethanol in Europe. The brief was to launch Kemetyl AdBlue, a new automotive product designed to reduce harmful exhaust emissions in diesel cars.

Challenge

The marketplace is highly competitive, and the challenge was to introduce Kemetyl AdBlue into a market where awareness was low and the political agenda was heated, all while working with a relatively small budget. The main issues were differentiating the product and overcoming the lack of awareness in the UK.

Solutions

To tackle these challenges, a launch strategy was developed that emphasised the unique non-spill technology of Kemetyl AdBlue, aimed at DIY diesel drivers. The strategy highlighted the product’s ease of use and online availability. A new e-commerce website was created featuring an impactful educational video. Promotional activities were carried out online, including search engine optimisation and marketing through platforms such as Google Shopping, Google Display, and Google AdWords.