From A.I.S.E. to Detergents Europe

The challenge

After more than 70 years as A.I.S.E., the European cleaning and hygiene products industry association embarked on a major transformation. The objective was not simply to introduce a new name, but to redefine how the sector explains its value to policymakers, stakeholders and the wider public.

The challenge was to create a clearer, more accessible narrative that highlighted the essential role cleaning and hygiene products play in everyday life while developing a modern visual identity, digital presence and launch campaign capable of bringing the new brand to life.

What we did

Morris & Chapman supported the rebranding from strategy through to implementation.

We worked closely with the association to develop a new narrative for both the organisation and the wider sector. This included key messages, boilerplate text, an elevator pitch, website copy and supporting communications materials. At the heart of the new positioning was a simple four-word description of what cleaning and hygiene products do every day: Clean & Delight. Disinfect. Protect.

Building on the existing visual identity, we developed a new visual language and comprehensive style guide designed to ensure consistency across all communications. We also created a suite of practical templates to enable efficient and coherent communication across multiple channels.

To support the launch, we designed and deployed a completely new website, creating a clearer and more engaging user experience focused on the value and impact of cleaning and hygiene products.

Our team scripted and edited a series of videos explaining the role of the sector in protecting health, supporting wellbeing and enabling modern life. We also developed and delivered a social media launch campaign to build awareness and engagement around the new brand.

To mark the transition, we created the concept for the launch event and managed its delivery from start to finish. The event brought together policymakers, industry leaders and stakeholders to unveil the new identity and showcase the sector’s contribution to society through an immersive exhibition experience.

Results

The launch of Detergents Europe successfully repositioned the association with a stronger, more accessible identity and a clear narrative centred on the value of cleaning and hygiene products.

The new messaging framework, visual language and communications tools provide a robust foundation for future advocacy and stakeholder engagement. The website, videos and social media campaign helped communicate the sector’s role to a broader audience, while the launch event generated strong engagement and highly positive feedback from attendees.

The project demonstrates how an integrated approach combining strategy, branding, digital, content, video and events can deliver a complete transformation and create a platform for long-term communications success.