At the end of 2023 RID took a decisive step, unprecedented in its nearly 70-year history, to rebrand and relaunch. Spoiler alert, the highly successful strategy generated revenue growth of 68.2% and improved market presence in all sales channels from pharmacy to grocery.  

The rebrand relaunch was driven by several elements.

An evolving market

The Personal Insect Repellent (PIR) category has evolved significantly, creating a need for RID to modernise and strengthen its appeal, particularly to younger consumers. Despite being the original and trusted household brand in Australia, its historical positioning needed refinement and strengthening to stay relevant.

Unique formula

RID’s distinct advantage lies in its formula, which both repels insects and prevents skin infections through RID’s signature Antiseptic Bite Protection. The relaunch was an opportunity to emphasise this dual-purpose protection and healing functionality, differentiating it in a crowded market.

Established brand equity

Research conducted by The New Spin revealed RID’s signature magenta colour and familiar scent were strong assets. Retaining these elements ensured brand recognition while building a modernised and compelling visual identity.

Boosting communication clarity

Simplifying product messaging to emphasise ‘antiseptic’ over ‘medicated’ ensured that RID’s benefits were clearly understood, particularly by younger, more health-conscious consumers. Packaging was also revamped to visually represent the market-leading dual-action formula.

Aligning with consumer lifestyles

Insights showed RID is perceived as essential for outdoor wellness activities, from barbecues to adventurous pursuits. This association with comfort and care allowed the relaunch to tap into lifestyle trends, making the brand more relatable.

Expanding product lines

The relaunch introduced additional SKUs, such as a sensitive range and Bite Relief Repellent, aligning with evolving consumer demands and widening market opportunities.

The results

  • Revenue growth – a remarkable 68.2% increase across all channels, including supermarkets, hardware, and pharmacies.
  • Market presence – double-digit market share growth in supermarkets and broader shelf-space in all sales outlets.
  • Industry recognition – winning an Australian Marketing Institute Excellence Award validated the campaign’s creative, innovative, and measurable impact.

Full circle

It’s rewarding to see RID’s mission, dating back to its 1956 launch: “I want an insect repellent that’s pleasant to wear, soothing to the skin and medicated for existing bites… but must not smell like chemicals”, continue to resonate with Australian consumers.

What’s next

RID’s relaunch demonstrates how even market leaders must evolve to maintain their competitive edge. By honouring its legacy while addressing modern consumer needs, RID not only revitalised its brand but also cemented its position as a trusted leader in the first-aid repellent care category.

Rob Milne is marketing manager for Australian-made and owned insect repellent brand, RID.