While spring is traditionally seen as the key time for major home cleaning, sweeping away the old year is actually the time when we start to think that the home needs a ‘big clean’. RB research has shown that the desire to get rid of winter gloom and refresh the home comes in the dark days of January and February.
For the first time, RB is marking this significant time for household cleaning with the first of a series of cross-brand events instore, on TV and online, showcasing its Dettol Cillit Bang surface care and Harpic toilet cleaning, Vanish for stain removal and Finish dishwasher tablets. Other brands such as Windolene and Mr Sheen will be part of the overall instore activity. TV went live on 17th January as part of a £1.5 million dedicated campaign, and will air until the middle of February.
“Consumers told us that when the tree goes out and the decorations come down, you can see that it is the time to de-clutter” said Stefan Gaa, Marketing Director, RB UK. “We know that consumers want the opportunity to start afresh in January, so we brought together the leading household name brands to work with stores to deliver great in store offers to consumers at just the right time when they will be looking to stock up on cleaning products.”
Instore activity is supported with major TV and online marketing activity to ensure maximum consumer awareness and drive retail traffic.
RB is a world leader in household, health and personal care. It is a FTSE top 25 company and since 2000 net revenues have doubled and the market cap has quadrupled. 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 – an average 35% of revenue comes from innovations launched in the prior 3 years. It has a strong portfolio led by 19 global powerbrands which are: Finish, Lysol, Dettol, Vanish, Woolite, Calgon, Airwick, Harpic, Bang, Mortein, Veet, Nurofen, Clearasil, Strepsils Gaviscon, Durex, Scholl, Mucinex and French’s, and they account for over two thirds of its net revenue.