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Expanding Reach to Microbusinesses

3
Personal Protective Equipment
Description

Challenge

Ansell is a global leader in personal protective equipment. For decades, their focus has been on large companies that buy safety products for their employees. These are professional buyers who understand technical terms and need products that meet strict industry standards.
But Ansell wanted to grow. They saw a new opportunity in the rise of self-employed workers and very small businesses, especially in sectors like DIY, renovation, gardening, and construction. These customers often shop in hardware stores or online. They want simple, effective products they can trust, but they are not safety experts. Most of them do not know the Ansell brand. The challenge was to create a new approach that would speak directly to them, without losing the credibility Ansell has built in the professional world.

Solution

We worked with Ansell to shape a brand that could connect with this new audience. First, we spent time understanding who these customers were and how they made buying decisions. This helped us focus on what really mattered to them, protection they could rely on, packaging they could understand quickly, and a brand that felt practical, not corporate.
The result was OPUS, a new sub-brand designed to feel clear, confident, and easy to shop. The design is simple and modern. The messaging avoids technical language and instead focuses on real situations, like fixing a roof or planting a garden. We made sure OPUS would stand out on a retail shelf and feel just as strong in digital spaces like e-commerce and social media.

Impact

OPUS helped Ansell open the door to a whole new part of the market. It gave them a brand that could live comfortably in consumer spaces while still carrying the quality and safety expertise that Ansell is known for. The campaign helped Ansell build awareness with small-scale buyers who might never have considered them before. It also showed that even a global industrial brand can feel personal and approachable when it listens to the needs of everyday users.
Client

Ansell

Video

Nick Bundy - Valentines Day Campaign

Channels

YouTube, Instagram

Sector

PPE

Discipline

Brand and Strategy