In celebration of their sponsorship of the world’s greatest dog show, leading disinfectant brand Zoflora showcased a unique, floral themed, fragrant installation at Crufts 2018 at the Birmingham NEC – offering a major opportunity for the brand to engage with almost 170,000 visitors, many of which are loyal customers.
The Zoflora Fragrance Walk, which formed part of the 8×10 metre interactive stand, stood at over two metres high and nearly four metres long, comprising of exquisite fantasy flowers including daffodils, lavender, roses, hydrangeas and greenery to represent the natural fragrances and floral notes which are found in Zoflora’s extensive product range.
The stand also offered visitors an opportunity to guess the mystery smells in the Zoflora Stinkbox Challenge, including wet dog and stinky bins, both of which are proven to be eliminated by Zoflora’s patented malodour technology alongside a whole host of other nasty household odours. Monitors positioned around the stand featured videos on pet specific bacteria threats, and handy home usage tips. Consumers had the opportunity to take the Zoflora magic home with them, receiving a sought after tote bag and trigger spray with any deal purchased. Crufts was also the first chance fans had to experience Zoflora’s latest fragrance, Very Berry, which proved a popular purchase.
Much to the delight of show visitors and the attending national media, television actress, Jacqueline Jossa, famed for her role on BBC one’s long running soap, EastEnders unveiled the Zoflora Fragrance Walk along with her Cockapoo, Rosie. The soap star also introduced the brand’s VIP (Very Important Poodle), a two metre high floral sculpture of a poodle, a breed synonymous with Crufts’ prestigious Best in Show category.
Zoflora’s presence at Crufts has earned a great deal of press coverage, whilst the company’s branding could be seen on Channel 4’s coverage of the event throughout the week, highlighting the benefits of their latest product developed especially for homes with pets. Digital collateral activity allowed audiences outside of the event to be part of the action, with engagement figures and impressions continuing to rise, even after the show.
The iconic household brand, and UK number 1 disinfectant, has been creating fresh, healthy homes for almost 100 years and is safe to use around pets and is free from phenols. The unrivalled 3 in 1 action formula kills 99.9% of germs and bacteria, whilst eliminating odour and filling homes with beautiful fragrance for up to 24 hours. Zoflora also showcased their latest addition, Fresh Home Odour Remover and Disinfectant (rrp £5.00, 500ml), on their stand.
Zoflora Brand Manager, Vicky Motley said, “Our sponsorship of Crufts gave us the perfect opportunity to engage with our loyal customer base, who have taken our pet friendly product to their hearts.
“To mark our inaugural presence, we commissioned an innovative and exciting art installation, which definitely proved popular with visitors. It’s safe to say we had the best smelling stand at Crufts! The vibrant colours and enticing scent of the Zoflora Fragrance Walk encapsulates every aspect of the brand, providing an immersive, sensory experience for everyone who steps inside, transporting visitors to the fragrant world of Zoflora.”
Zoflora enlisted the creative skills of award-winning floral architect, Mat Hepplestone and his team, who designed and created the work of art using inspiration from the floral themes and colours that are synonymous with the fragrance-led brand.
Containing patented malodour technology, Zoflora’s latest launch, Fresh Home Odour Remover and Disinfectant, has been tested against pet-specific odours including vomit, urine, excrement and that horrid ‘wet dog’ smell. The Mountain Air fragrance has also been especially developed to be kind to pets’ delicate sense of smell.
Zoflora Fresh Home also kills 99% of bacteria and viruses including Bordetella Bronchiseptica (a cause of kennel cough in dogs, ‘snuffles’ in rabbits and respiratory disease in cats), Campylobacter Jejuni (diarrhoea in dogs and humans) and MRSA (antibiotic-resistant infections in dogs, cats and other pets), as well as Streptococcus equi (Strangles in horses).
It is also effective against other common household bacteria including E.coli, Salmonella, Listeria, Influenza – Type A (H1N1), Human Herpes Virus, Rotavirus and Respiratory Syncytial Virus (RSV).
Exclusively developed by Zoflora’s fragrance experts, Mountain Air is an outdoorsy ozonic blend with a natural herbal heart and delicate florals, alongside earthy woody notes. The product is suitable for pet areas* indoors and out, e.g. hard floors, pet beds, kennels, yards, cages, artificial grass etc. It can even be used in the washing machine for freshening pet bedding and towels.
Zoflora Fresh Home can be used on most water washable surfaces. Use diluted (one capful added to 400ml of water) or make a ready-to-use disinfectant spray (two capfuls added to water in a clean 750ml trigger spray).
This year’s activity follows hot on the heels of Zoflora’s phenomenal success at the RHS Hampton Court Flower Show in 2017. Zoflora together with their charity partner, Caudwell Children, were awarded a Gold Medal for their garden, as well as securing Best in Show and the much coveted People’s Choice Award.
Verified by Kantar Worldpanel data**, Zoflora now commands over 35% of the volume sales of the Disinfectant market (more than double that of its nearest competitor Dettol), and over 37% of the sales value of UK Disinfectant sales.
Zoflora is part of leading Huddersfield-based pharmaceutical manufacturer Thornton & Ross. Thornton and Ross was founded in 1922 by Nathan Thornton and his partner Philip Ross. Back in the early 1920s, Nathan Thornton was the Chemist and Works Manager at a tar distillery and ammonia Works in Huddersfield which produced a whole range of coal tar by-products, including disinfectants and soaps.
At this time, the main choice of household disinfectant was carbolic acid, which killed germs but also left behind a horrible smell! Mr Thornton saw a gap in the market, and his special knowledge led him to the development of Zoflora disinfectant – a powerful disinfectant with twice the germ-killing power of carbolic acid, but with beautiful fragrance oils extracted from flowers.
Mr Thornton had a large brass pressure sprayer which he took to these premises and sprayed Zoflora all around to demonstrate its beneficial effects. People were so impressed with these wonderful aromas that they wanted to use Zoflora in their own homes.
This led to the production of the “domestic user” Zoflora which was sold only by chemists for a cost of three shillings! This was a small (2fl.oz.) glass bottle of Zoflora, packaged with a large spray bottle (8fl.oz.) from which diluted-for-use Zoflora could be sprayed around the home.
Zoflora has always been available in a variety of fragrances and sizes, although the fragrance selection has changed over time. Some earlier fragrances included Honeysuckle, Hawthorn, Violet and Night Scented Stocks, while others such as Bouquet, Lavender and Sweet Pea have stood the test of time and are still as popular now as they were almost a century ago.
The success of Zoflora over the years has been due in no small part to the quality of the product itself, including the long-lasting, high quality and authentic fragrance, which in Zoflora is at a much higher concentration than is usual for household products. It is a multi-room, multi-use marvel enabling users to create a fresh, healthy and beautifully fragrant homes for their families, including the four legged members!
Now, Zoflora has an extremely loyal customer following with over 2 million households buying the brand. In recent years the company has invested in a multi-million pound manufacturing and packing facility for Zoflora based in Huddersfield, West Yorkshire, in order to cope with increasing demand. It is available in 4 pack sizes and comes in 24 fragrances, including popular seasonal limited editions.
For more information on Zoflora visit www.Zoflora.co.uk
*Not suitable for use in vivaria or fish tanks. Follow instructions on pack.
**Kantar Worldpanel 52 31/12/2017