A hundred years of Australian-made Penrite motor oil sitting on shelves at Repco and Supercheap Auto, waiting for someone to reach for it instead of the brand next to it. This is the story of how we made more people reach for it — and what a Bathurst win at the right moment had to do with it.
The ads were performing. The brand was stalling. The problem was that nobody had thought to check whether those two things could both be true at the same time.
Everyone has an opinion about when to launch a product. Most of those opinions are wrong. Here's what actually happened when we ignored them.
Here's a scenario every brand founder dreads: you're heading into the biggest sales period of the year, you're radically overstocked, and your margins are already under pressure from a market that's been battered by inflation for two years straight.
