Cillit Bang goes into 2013 sporting a strong new look for its Power Cleaner range with improved formulas that ‘work in seconds’. With a high profile marketing support campaign ensuring strong consumer visibility, Cillit Bang is set to be in high demand with shoppers wanting cleaning with ‘Turbo Power’. The new look range of power cleaners include improved formulations, and new look packaging design for stand-out shelf presence. Cillit Bang Power Cleaners are now even easier to find on shelf and even easier to understand the differences in the range.

With its reputation for getting to work in seconds, the new sleeves and graphics provide the wow factor and ensure easy understanding of each variant and usage for consumers. The range includes:

• Cillit Bang Power Cleaner Limescale & Shine – with the original Bang ability to cut through limescale throughout the home RRP £3.49

• Cillit Bang Power Cleaner Grease & Sparkle – to tackle those tough grease challenges on cookers, tiles and surfaces RRP £3.49

• Cillit Bang Power Cleaner Bleach & Hygiene – with the cleaning power of Bang allied to the germ kill properties of a bleach cleaner RRP £3.49

A massive £5m advertising campaign started in November and runs through into 2013. The campaign sees the return of the star of the brand, Barry Scott. The TV ad launch created huge interest across the media and online, with Cillit Bang achieving what few other household products could do – become a trending topic on Twitter!

The ‘Twitterati’ responded to the new ‘Barry’s Back’ Cillit Bang ad campaign tweeting and retweeting over 1,200 messages alerting friends and followers to Barry’s return and celebrating that famous Cillit Bang phrase: “Bang! And the dirt is gone!”

Seen as seriously delivering on its cleaning promises, Cillit Bang created the ‘power cleaning’ segment with its launch in 2004 and has continued to be a brand that lives up to consumer expectations.

Reckitt Benckiser (RB) is a global consumer goods leader in health, hygiene and home. With a purpose of delivering innovative solutions for healthier lives and happier homes, RB is in the top 25 of companies listed on the London Stock Exchange. Since 2000 net revenues have trebled and the market cap has increased by 5 times. Today it is the global No 1 or No 2 in the majority of its fast-growing categories, driven by an exceptional rate of innovation. It’s health, hygiene and home portfolio is led by 19 global Powerbrands.

Reckitt Benckiser (RB)

www.rb.com

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