Home Innovative Products A tough and ready new identity for a ruggedly reliable Australian pressure cleaner

A tough and ready new identity for a ruggedly reliable Australian pressure cleaner

by editor

You’d be hard pressed to find a workshop, factory, farm or mine site in Australia that hasn’t been cleaned by a SPITWATER pressure cleaner over the last 39 years.

A series of innovations and new products coupled with a new visual identity and marketing campaign is keeping the ruggedly reliable SPITWATER, and the teams that live and breathe the brand, fully focused.

SPITWATER distributors in Adelaide, Brisbane, Melbourne, Perth and Sydney, and dealers Australia-wide are proudly promoting a new look logo, colour scheme and brand promise on their buildings, vehicles and, indeed, the SPITWATER pressure cleaners themselves.

“It’s been some decades since we’ve updated the brand. We are doing it now because we want to create a new and exciting future for the next generation,” says Prue Martinotti, General Manager of the Spitwater Australia factory in Albury, NSW.

The new branding is being launched with marketing campaigns celebrating the same rugged reliability, brand new look and just how “Tough + Ready” a SPITWATER is to do the dirty work.

SPITWATER is an enduring manufacturing success story in Australia, where most competitor products are produced offshore and made with global markets in mind. SPITWATER’s Australian-ness is central to its values. Being an owner of a SPITWATER is being a customer for life. Innovation suggestions are taken from customers, ensuring that the company builds resolutely to get the job done for Australian industry.

The SPITWATER factory is undergoing a rebrand too and name going forward will be OTTICO Equipment, a blend of the founders’ family name ‘Martinotti’ and the word ‘company’, representing the innovative culture originally created by the Martinottis and continually shaped by the collaborators and contributors that have made SPITWATER what it is today.

The new OTTICO Equipment name creates a distinct identity for the factory so it can broaden its product scope and develop its other brands, the likes of JETFIRE space heaters, VACSTORM vacuum cleaners and so on, whilst still innovating and improving the jewel in the crown, SPITWATER.

Of pride is the number of small Australian family businesses built on the back of a SPITWATER. Seeing the likes of roof cleaners, rural contractors and even beekeepers start successful family enterprises using something originally created in Albury is particularly rewarding for everyone involved.

Even with the brand changes and innovations, the core of SPITWATER remains unchanged. Same owners and the same teams, producing the same ruggedly reliable quality Australian manufactured products and solutions.

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