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.
The rare Australian manufacturing success story is on the verge of its 40th year but isn’t spending too much time reflecting on the past.
A series of innovations and new products coupled with a new logo, website and marketing campaign is keeping the ruggedly reliable Spitwater fully focused on the future.
Spitwater distributors in Adelaide, Brisbane, Melbourne, Perth and Sydney and dealers Australia-wide are proudly promoting a new look on 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,” said Prue Martinotti, general manager of the Spitwater Australia factory in Albury, NSW.
The marketing campaign shows the same rugged reliability with a brand new look, and celebrates just how “Tough + Ready” a Spitwater is to do the dirty work.
Spitwater is an enduring manufacturing success story in Australia, with most competitor products created offshore and made with global markets in mind.
“Spitwater Australian-ness is central to its values. A Spitwater is a lifetime purchase, and our customers give us innovative suggestions, ensuring that the company builds to get the job done for the Australian industry,” Martinotti said.
The factory that has been producing Spitwater high pressure cleaners since the 1980s is undergoing a rebrand too, with new signage already in place in Albury.
The factory brand 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.
OTTICO Equipment supplies major multinationals and has successful export partnerships with well-known brands worldwide. It is a significant employer for the district on the border of NSW and Victoria, with some team members dating back to its inception.
The entrepreneurial spirit that started it all has made an indelible mark on Australian manufacturing. This is a deep passion and purpose that persists through the next generation, who are at the helm today.
“Of particular pride is the number of small Australian family businesses built on the back of a Spitwater. Seeing the likes of roof cleaners and rural contractors start successful family enterprises using something originally created in Albury is particularly rewarding for everyone involved,” Martinotti explains.
“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,” she said.
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