Since 1956, RID has been synonymous with protection and healing care. Earlier this year, in response to the increasingly competitive Personal Insect Repellent [PIR] category, RID undertook an extensive relaunch which included fresh branding with health forward messaging. The distinctive new packaging retained RID’s signature magenta colour while the messaging focused on RID’s unique Antiseptic Bite Protection. RID is the only brand to offer dual protection, providing health care for bites while repelling insects.
Last month, in recognition of the relaunch, RID won an Australian Marketing Institute [AMI] Excellence Award. Judged by industry peers, AMI awards recognise and celebrate marketing initiatives and campaigns demonstrating creativity, innovation and measurable sales results.
Todd Adamson, Sales General Manager, RID Australia: “The relaunch was highly successful, delivering revenue growth of 68.2%, adding SKUs and improving market presence in all sales channels from pharmacy to grocery. All measures have set the stage for RID’s continued resurgence as Australia enters peak insect season.”
As the first brand to sell insect repellent in Australia, RID has become a trusted name for millions of consumers. Over its nearly seven decade journey, RID has cemented its reputation for reliability, providing essential preventive and reactive care. The recent relaunch has strengthened RID’s unique medicated formula, highlighting its appeal and visibility in a competitive market.
Rob Milne, Marketing Manager, RID Australia: “Shining a light on RID’s unrivalled formula in terms of efficacy and safety was a major focus of the relaunch. Standing out in the evolving Personal Insect Repellent (PIR) category was another element of the relaunch. It is gratifying to see the combination of increased sales, profitability and the AMI Marketing Excellence Award, cementing the success of RID’s relaunch.”
With several exciting new products in development, RID is committed to continued innovation, ensuring it meets the evolving needs of Australian consumers while remaining a trusted leader in first-aid repellent care.
RID’s range is available from major and independent pharmacies, supermarkets and Bunnings.
