Happy 50th Anniversary
June 1996 – Association adopts 'It's OK to Spray' logo
In June 1996, the Association set out to trade mark a new logo, replacing its 'Aerosols Changing for the Better' logo, which had been developed as part of its earlier advertising campaigns.
In its 1994 creative presentation for the Association's Marketing Sub-committee, the John Bevin's advertising agency had noted that the theme for its television campaign would be 'It's OK to Spray'.
This theme reflected a new positivity from an industry that had previously felt under siege on environmental issues and had typically adopted more 'defensive' slogans. 'It's OK to Spray' went on to become the slogan for campaigns to promote the aerosol package around the world, and was adopted by industry bodies keen to promote the 'aerosol advantage', including in New Zealand, Europe, the United States and South Africa.
The Aerosol Association of New Zealand had been keenly watching the Australian Association's promotional campaigns throughout the 1990s and, whilst it never had the scale to support the radio and television campaigns of its 'bigger brother', it adopted the Australian funding model of a voluntary levy paid by aerosol packers.
These funds were used to run a series of promotional media events and competitions, along with targeted campaigns addressing specific challenges to the industry (such as around graffiti vandalism).
Auckland-based Crossman Communications (later to become Porter Novelli New Zealand) was in charge of the campaign and early on had identified the need for a professional, attention grabbing slogan and graphics for it.
It was the logo and graphics developed by Crossman Communications for the New Zealand Association (see below) that would be adopted by the Australian Association in an early display of the trans-Tasman cooperation that was to eventually lead to the consolidation of the two Associations' secretariats.
With its simple, powerful and positive message, 'It's OK to Spray' was to go on to become the theme of the 2001 European Aerosol Federation Aerosol Congress and was used by industry associations in South Africa and the US in a range of promotional endeavors (see examples below).
The logo was also offered to the industry and still features on many aerosol labels, often in conjunction with a recycling statement.*
The Association's work promoting the unique benefits of the aerosol package remains a key strategic pillar. Read more about the Association's market advocacy goals, key achievements and targets.
*Note: in 2009, the logo for brandowners was amended to reflect ACCC guidance that claiming 'CFC free' status for your product could be considered potentially misleading "as no other competing products now contain CFCs because authorities prohibit their use in almost all aerosols."
Marketers contemplating making any environmental claim about their products are urged to consult the ACCC publication "Green Marketing and the Australian Consumer Law" and seek specialist legal advice.