Anthem Australia has successfully worked with leading product innovator Selleys to refresh its product range and integrate a power-brand strategy. The outcome being improved shelf standout, clearer SKU navigation and the unification of what had become a splinted range.

Selleys, the category leader in the DIY market engaged Anthem Australia to build and construct a refreshed and consistent look for 40 SKUs. This included the consistent roll-out of the refreshed Selleys master brand guidelines.

Steve Rischmiller, creative director at Anthem Australia said, “A key to the success of the brief was for us to ensure the heritage of the power-brands (Liquid Nails, No More Gaps and Wet Area), maintained their prominence within the refresh.

“These flagship brands had become category signposts in-store and the refresh had to retain this recognition while enhancing the shelf appeal and improved integration of the entire range.”

“The refresh was necessary as the Selleys brand had become splintered across the ranges, variant navigation and on pack communication needed to be improved. This is a whole team effort by Anthem with the first stage of the new look now in-store, with more to come.

“Selleys has advised us that early customer recognition and sales results have been very encouraging, which will only improve as the full refresh is complete.”

Andy Boehm, senior brand manager at Selley’s said, “We are just so pleased here at Selleys with the way the team at Anthem have been able to dramatically improve our on pack communication and at the same time revitalise the visual identity of our iconic Australian brands.

“Selleys celebrated it’s 75th Anniversary in 2015 and by undertaking this refresh, no doubt our brands will remain relevant for many years to come”