The campaign, created by Waggledance, aims to position Oven Pride as a product that “eases the burden” of cleaning.
The brand was bought by Robert McBride from Home Pride in 2009, and this is the first marketing activity under the new owner.
Robert McBride aims to distance itself from the last Oven Pride advertising campaign for which the Advertising Standards Authority received more than 650 complaints that it was sexist.
The campaign, developed by then-owner Home Pride, depicted a man cleaning an oven and used the strapline: “so easy even a man can do it.”
As part of Robert McBride’s strategy to revive Oven Pride it has launched a new website with content including video demonstrations and a forum that allows consumers to have a conversation with the brand and other consumers.
All the brand packaging has also been redesigned to create stand out on the shelf.
Charlotte Smith, Oven Pride brand manager, says: “There is a misunderstanding of the product that it can only be used on the racks, not the whole oven so the campaign aims to make it more user friendly, and clarify its position.”
“The redesign and website bring the new position to life and gain brand awareness. It’s a brand that people rave about if they use it and become brand ambassadors so we’re giving them that space to interact with the brand and each other.”
Oven Pride is currently the UK’s number one oven cleaner by value sales. Its main competitors are SC Johnson -owned Mr Muscle and Armaly-owned Brillo.