Services
-
Campaigns
-
Digital Marketing
-
Email Marketing
-
Logo Design
-
Marketing Strategy
-
Packaging
-
Photo
-
Print Collateral
-
Social Media
-
Video
-
Website
Midlab Bold Ideas in a Dry Industry
When Midlab, a leading cleaning chemical manufacturer, set out to bring their innovative ideas to market, they needed the right partner to help develop a complete marketing plan. For nearly a decade, Asen has been that partner — and through a series of collaborative, high-impact campaigns, we’re proud to have helped Midlab amplify their brand, engage new audiences, and drive measurable business growth across multiple product lines.
The Brief
Before partnering with Asen, Midlab had not yet implemented a formal marketing program. But in the B2B cleaning industry, where marketing often takes a back seat, the team saw an opportunity to break apart from the norm.
Throughout our decade-long partnership, we collaborated on a series of highly targeted campaigns that not only showcased Midlab’s products and innovations, but also helped build more brand recognition, expanded their reach, and positioned the company for greater growth in a competitive market.
The Campaigns
While each campaign spotlighted here — as well as those not shown — had its own unique message and market, they all shared one thing: a focus on elevating the Midlab brand and driving a deeper connection with audiences in the commercial cleaning industry.
“Floor It” Campaign
Products: MAXIM® Floor Care Line
The Goal: Spark new energy around floor care and drive distributor engagement.
The Strategy: Asen created playful parody videos and memorable assets to present Midlab’s high-performing floor care line in a way never before done in the cleaning industry. Fans of ‘80s and ‘90s music will love this one.
“Deliver to More Doors” Campaign
Innovation: Safe to Ship™ Packaging
The Goal: Reinforce Midlab’s reputation for innovation and reliability by helping their customers solve costly shipping challenges.
The Strategy: Asen developed the strategy, branding, and assets for a creative campaign that tells the story of Safe to Ship™ packaging and its role in preventing leaks, spills, and other damages to products during delivery.
“The Easy Way to Train” Campaign
Innovation: The PLUS Label System™
The Goal: Simplify cleaning and make training faster, safer, and more accessible for every MAXIM® product user.
The Strategy: To help showcase how Midlab’s intuitive product labels improve safety and reduce confusion, Asen developed a dynamic launch plan supported by digital marketing campaigns, video production, and sales tools.
“So You Can” Campaign
Product: MAXIM® Facility+
The Goal: Position Facility+ as a go-to product for protecting people and spaces during the COVID-19 pandemic.
The Strategy: Asen crafted a heartfelt theme and messaging, custom visuals, and timely content that empowered decision-makers to protect what matters most and keep communities safer during a critical time.
The Solution
Through thoughtful, big-picture strategy and creative campaigns, Asen helped Midlab bring fresh energy and differentiation to a traditionally quiet, risk-averse industry. Together, we launched campaigns that didn’t just look different, they delivered real impact.
With a long-term marketing plan in place and their own internal sales efforts, Midlab recently hit a milestone mark in their growth: a 300% increase in revenue over the past 10 years, plus countless brand impressions in the commercial cleaning space.
LABEL & PACKAGE DESIGN
Multi-million-dollar growth
for a leader in cleaning.
PRINT COLLATERAL
“We were looking for a strategic partner. Someone who’s willing to take the time, learn our business, understand our culture, and constantly challenge us to be forward-thinking, and Asen has been that partner for us.”