Amir Alpha becomes Speedo
Amir Alpha becomes Speedo
Amir Alpha has been selling “super glue” (cyanoacrylate adhesive) for over three decades in the Middle East. In 2019 the company lost the trademark name Amir Alpha in a legal dispute with one of its competitors due to a trademark register error and was forced to rename and rebrand under Speedo.
ALCHEMISER Middle East was commissioned to brand the new Speedo, create new packaging and develop an online platform for the new brand.
With a new name and fresh brand universe, Speedo super glue was facing two big challenges: build awareness, as well as gain consumers' love and trust, by persuading that Speedo's product results are more effective than the new Amir Alpha (brand name now licensed by their competition).
Speedo launched an open battle for consumer's trust through a campaign measuring up against the quality of the competitor product. The Speedo effect proved to be better, faster, and more durable.
For the management, it was hard to let go of the old Amir Alpha brand. Therefore, they decided together with ALCHEMISER to keep parts of the old brand by maintaining colours and the iconic form of the super glue tube. The rest evolved towards a modern and appealing brand - Speedo - with a focus on a new matchbox type of packaging.
It was an instant hit!
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A new digital portal was developed to present Speedo. The portal talks about the company history and legacy, the reasons behind the change, as well as about the product's features and results. Yet the full content mix intertwined into one overarching key message: Speedo is better than Amir Alpha!
Impact
After the launch, the new brand easily and steadily carved a spot in consumer's minds across the Middle East region. Speedo also started to develop a good market niche among professional users within the construction industry. It has built trust as the super glue for any heavy sticking. And this recommended it back to the general consumers as well.
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