‘Britain’s Greatest’ is a major new consumer initiative from RB UK, manufacturer of leading household, personal care and OTC brands such as Finish, Vanish, Dettol, Veet, Optrex, Nurofen and Durex. ‘Britain’s Greatest’ is a high impact, cross-brand promotional initiative that will run throughout 2012 and bring together brands under a number of themes during the year. 2012 is a very special year for Britain, with both the Jubilee and the Olympic Games being celebrated during the summer, and RB wanted to join in those celebrations by developing a special campaign that will operate all year bringing consumers great offers, new ideas and competitions, both in-store and online, and will celebrate some of Britain’s greatest places, people and events.
Britain’s Greatest is being supported by a £6m marketing spend, The campaign starts with Britain’s Greatest Clean Up, focusing on leading household brands – Finish, Dettol, Harpic, Cillit Bang. As the emergence from winter drives householders to take the opportunity to embark on the great Spring clean, Britain’s Greatest Clean Up will be offering a helping hand. Over the course of the year a variety of promotional events will roll out across the RB brand portfolio.
The campaign was created and designed by Live & Breathe with advertising by EuroRSCG, and features TV, print, radio, digital, in-store and promotional activity, supported by consumer competitions across brands and has a total estimated reach of some 850 million consumers.
Britain’s Greatest Clean Up will be featured in all major retailers with high impact POS materials in-store designed to drive consumer footfall to the featured brands and associated supermarket aisles Consumers will have the chance to save with in-store offers as well as take part in exciting competitions with major prizes, for example the chance to win a year of having your house cleaned for you!
RB UK Marketing Director, Stefan Gaa, said: “This is the first time RB UK has taken the route of bringing all its key brands together under one unifying theme – Britain’s Greatest – and we are very excited to be able to bring this to consumers – especially in 2012 which is set to be such an exciting year in the UK. With this initiative we will be able to provide retailers and consumers with new, highly relevant promotions on key brands -and they will be linked directly to creative activity online that is bursting with new ideas.
“We are supporting ‘Britain’s Greatest’ campaign strongly with major advertising on TV, radio and online, and building on our digital activity with innovative social media initiatives. We have always worked closely with our retail customers and the ‘Britain’s Greatest’ campaign allows us to bring each of them uniquely tailored promotional activity and amazing offers and consumer benefits, driving interest not only to RB brands but the category as a whole.”
Reckitt Benckiser (RB)