The next instalment of Harpic’s £3.7m ‘5 x better’ advertising campaign started on 28th June and will run throughout July and August. The ad continues to educate consumers that bleach does not remove tough limescale that can harbour germs in the toilet. However Harpic is specially formulated to be more than 5 times better than bleach at powering through tough limescale, killing 99.9% germs for a germ free and squeaky clean toilet. The success of Harpic’s new ‘5 x better’ claim continues to drive category growth, with the specialist lavatory care market showing 1.4% growth with bleach currently showing a -3% market decline*.
Latest figures show that specialist lavatory products continue to dominate the entire LavCare market with 52% market share v a decline in traditional bleach products with 48%*. Harpic is a market leader in Specialist Lav Care, where Reckitt Benckiser currently has a 30% market share*.
Harpic’s ‘5x Better than Bleach’ campaign focuses on key performance messages, demonstrating that Harpic Power Plus and Harpic Limescale Remover offer superior toilet cleaning solutions, delivering against the key purchase drivers in the category namely Disinfection, Cleanliness, and Fragrance.
* Source: Nielsen, 52 weeks ending 15/5/2010