Capitalising on an 'under the radar' business

The challenge:
In 2007 Rentokil merged the Initial brand with their Pink brand, making it a market leader overnight with no clear brand story.

The insight:
Professional washroom services is one of those areas that people don’t want to think about too much, they just want the job done, on time and in full.

The outcome:
A new conversation-starting tagline for customers and front line staff that understands the service perspective. A new category descriptor that raises the bar in terms of expertise and a fun and funky identity for memorability.