Flash, the market-leading homecare brand from Procter & Gamble (P&G), is introducing breakthrough multi-surface technology across all of its All- Purpose cleaners. The upgraded formula is rolling-out across the brand’s best-selling range of concentrates, liquids and sprays now.

To support the re-launch, Flash has undergone a packaging transformation to increase standout on–shelf, which features a striking lightning bolt and reinforces the new ‘double the cleaning power’ credentials. The disruptive design modernises and unifies the portfolio, clearly communicating the product’s cleaning performance instantly.

Nik Ganich, Home Care Brand Manager at P&G UK & Ireland, says: “Our dedicated innovation team has been working hard to achieve this breakthrough in household cleaning, which not only doubles the strength of our cleaning products but sets a new standard for the category as a whole. There is a huge opportunity for retailers within the homecare category, with sales being lost due to one third of shoppers only placing a single form of surface care in their basket at one time*.

“We are continuing to drive value into the category by encouraging retailers to really think about the layout of their homecare products and display at least four formats in one fixture to encourage multi-buys. Cross-promotions with sprays and liquids for example, and reducing both the complexity on shelf and amount of price-points on offer will also contribute to the overall performance of the category in-store. Retailers should use the planograms on www.shelfhelp.co.uk for merchandising tips and advice.”

The new and improved formula upgrade is rolling out now and will feature in the brand’s popular ‘Flash Gordon’ TV advert, which was not only voted the Best Radio Advert of 2016 but has now exceeded 6 million views.

* Kantar Worldpanel



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