A new blockbusting £5m TV ad campaign to support Cillit Bang, one of the country’s favourite household products, along with its unmistakeable champion, Barry Scott broke at the end of 2012. The first full ad broke on November 19th, at 7.45pm on ITV during Coronation Street. The new ad follows a series of teaser ads which ran from Thursday 15th November to Sunday 18th November and were designed to whet consumers’ appetites for the new full ad.
The new advertising campaign that will run throughout the winter months and into the new year, showcasing and explaining, in Barry’s inimitable style, the three main trigger products in the power cleaning Cillit Bang range: Limescale & Shine; Grease & Sparkle; and Bleach & Hygiene.
The new campaign combination of the teaser ads and the blockbuster opening ad on the 19th is a first for the iconic Reckitt Benckiser brand which, following its launch in 2004, created a whole new power cleaning segment. Barry Scott was part of that original launch and has appeared as the Cillit Bang ‘spokesperson’ for most of the subsequent campaigns.
Asked “why is Barry back?” RB UK Marketing Director Jérôme Lemaire said: “Like Cillit Bang, Barry cuts through to the heart of the matter. His directness truly reflects the Cillit Bang ‘Turbo Power’ message which is about ‘removing stains in seconds’. Cillit Bang has been a phenomenon, firstly creating a completely new niche in the cleaning sector and also in the way in which the brand, along with Barry, captured the imagination of the public.
You hear the words Cillit Bang and you think of a cleaner that does what is says it will do.”
Or as Barry might say, “Bang! And the Dirt is Gone!”