National Chemicals started from humble beginnings over 70 years ago solely by manufacturing and selling a line of detergents and sanitizers to bars and taverns to clean glassware. In 1958, the company expanded to all forty-eight states after perfecting their special formula. By the 1960s, L. Charles Landman. Jr was able to take his knowledge in bacteriology and public health to develop and improve National Chemicals’ products for the next 50 years. They have now been filling a vital role in restaurants and bars for eight decades, providing quality cleaning products to commercial kitchens, bars, pubs, and to the everyday customer. Although Murl Landman has been around the business since 1991, he just recently took over as President and CEO in 2018 and is looking to evolve and elevate the National Chemicals brand.
Currently National Chemicals works with 800+ distributors across the United States to get products to the consumers. With two processing facilities, their expansion has been a success, but their goal is to reach more businesses who are in need of cleaning products that can guarantee ultimate cleanliness. In addition to making their own cleaning products, National Chemicals also provides production and packaging for third-party brands in the United States, Canada, and Mexico. Spiro & Associates was given the task to elevate the National Chemicals brand so that their products are at the forefront of every bar, pub or restaurants mind. A name that is a must-have, instead of an “oh yeah—I guess I need that” product. This was achieved through strategic and targeted marketing that all sales representatives could rally around.
Post-Covid Clean Sticker
The Brand Architects™ created Brand for National Chemicals that positioned it as the leader in its trade with a new positioning, rack cards, digital/print ads and social media. The rebranding also included creating new direct mailers, behavioral targeted digital banner ads, and redesigned collateral material including product sell sheets and a specialized product brochures that allowed management to reach decision-makers (executives) in the industry. The Agency also provided public relations services that resulted in a national pickup for what are now their Canadian partners.
National Chemicals Digital
The “new” National Chemicals a brand takes the company to a higher level of professionalism with a clearly defined message. The overall tone and manner is more representative of National Chemicals expertise and deep experience in providing quality cleaning products to commercial kitchens, bars and pubs and to the everyday customer.