Help define and position Baracuda as the go-to pool brand for Bunnings customers in Australia.
Primarily sold within Bunnings and Mitre 10 stores, the Baracuda brand is designed to be a more affordable but reliable choice for Australian pool owners, who just need an easy-to-use solution for maintaining their family pool.
With tough competition from overseas brands starting to build a presence and providing affordable pool care solutions within the Australian market, the Baracuda brand needed to find a point of difference and reposition themselves in a way that would resonate with Australian customers.
To help differentiate Baracuda from the competition, we needed to define their audience and find a tone of voice that tapped into the ‘Aussie backyard pool’ way of life. Being an affordable, fun, simple-to-use brand, we needed to align these benefits with the personality of down-to-earth Aussies looking for great value products for their pool.
This approach allowed us to better align with the everyday Aussie who shops at Bunnings and the personality of the Bunnings brand within the Australian market. Currently, their tagline did not reflect the positioning as strongly as it could.
Our approach was to put the ‘Aussie’ back into backyard pools by creating a campaign that celebrated the down-to-earth spirit of Australia with a new positioning line, ‘Baracuda – For Everyday Aussie Pools’. This instantly helped better align Baracuda with their core customers, making backyard pool care easy, affordable, and fun.
A fully integrated campaign was developed across ATL, digital, and social media using characters based on a typical Aussie family with playful messages and content that aligned to the core brand values and product benefits. From this, a complete redesign of their website helped make finding the right products easier and fun for Baracuda customers.
