WHO CLEANS THE CLEANER?

FINISH SPOTLIGHTS DISHWASHER CLEANER IN MAJOR NEW CAMPAIGN

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Finish, the leading name in dishwasher detergents and additives premieres its latest TV ad campaign on Monday 10th August with a 30” ad (see ad at:https://youtu.be/MFwo4TW9jg8) promoting the use of Finish Dishwasher Cleaner.

The new ad, created with agency Wieden+Kennedy London, follows in the footsteps of the award winning* campaign for ‘Dishes’ that launched early this year and maintains the unique dish-obsessed voice and playful visual style.

This new film shows what a year of dirty dishes looks like from the dishwasher’s point of view. From mucky January breakfast plates to sticky Christmas cake bowls the average family dishwasher cleans over 8,000 dirty items in the course of the year – turning out clean dishes time after time – but who cleans the cleaner? The answer is of course Finish Dishwasher Cleaner – powering away the hidden grime in your dishwasher.

Additives play an increasingly important role in driving ADW category value growth, up a staggering £2.5m year to date, with 77% of this growth being driven by Dishwasher Cleaner.**

What is more, the continued growth potential is huge because 65% of ADW shoppers are still not buying a Dishwasher Cleaner.***

“2015 has seen fantastic growth from our Additives range, with consumers really waking up to the benefits they can have. This campaign marks the next step in that journey and will remind our consumers just how much they use their dishwasher in a year, spurring them into action to clean it with Finish Dishwasher Cleaner. We are confident this new campaign will prove a hit with consumers and will build on the momentum we have already seen this year on the brand,” says Helen Powell, Marketing Director Finish at RB UK.

The launch will be supported with a £1M heavyweight TV campaign****, including peak time slots in favourite TV programmes such as Coronation Street and This Morning, and there will also be major digital activity across platforms, including Facebook and digital display.

* ‘Dishes,’ the first ad for Finish from Wieden+Kennedy, won a coveted Silver Lion at the Cannes International Festival of Creativity

** Based on Nielsen Dishwasher Additives and Total Category Value Sales, Calendar YTD to 18/07/2015

*** Based on Nielsen Panel Report Total Additives and Total Dishwasher Cleaner Penetration, 52 w/e 20/05/2015

**** Media rate card value

RB

www.rb.com

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