Vanish, the market leader in stain removal, is about to launch a category revolution. New Vanish Gold is the best from Vanish – a stain remover so powerful it works in just 30 seconds, giving consumers the confidence that the stain is gone, even before they put the clothes in the wash. Its introduction is set to stimulate interest and growth in the sector, attracting new users and further fuelling the Vanish-led category recovery after 2 consecutive years of decline. (Category value sales +1.3% YTD, Vanish +5% YTD).
Stain removal is a complex category with many variables including nature of stain, type of fabric, and how long the stain has been left sitting, creating endless combinations of unique stain removal challenges. Vanish Gold, a premium product with Vanish’s best performance, has been developed to appeal to consumers who want the confidence to know that even tough stains like red wine, gravy, or make-up will be removed in 30 seconds in front of their eyes, even before the garments are placed in the wash cycle. Vanish Gold is yet another example of Vanish listening to its users and developing innovative solutions that answer real consumer needs.
“We’ve learned from consumers that one of the most frustrating moments in their routine is when clean, fresh laundry is taken out of the wash, only to find a leftover stain that escaped notice or wasn’t fully removed. Vanish Gold has been developed to help eliminate this moment by removing stains in front of your eyes in just 30 seconds” said RB Marketing Director, Jerome Lemaire.
“Our research shows that 72% of even the tough to convince lapsed user group, having trialled the product at home, would purchase Vanish Gold once available, illustrating that the innovation is set to be a strong category growth driver by bringing in new users,” he concluded.
Tesco’s Rachel Baker, Assistant Buyer, Laundry, commented: “This is a category where product innovation is key; to deliver a real benefit and give customers a reason to believe in its performance. We are very excited about Vanish Gold and have made strong plans to excite and educate our shoppers about the innovation both at home and in store.”
The Vanish Gold range is available exclusively in Tesco from the end of November and from all multiples in January, starting at RRP £5.75 for the Vanish Gold Oxi Action Gel, 940ml and Vanish Gold Oxi Action Powder, 470g sizes.
The new range will be supported with the brand’s biggest i360 marketing campaign in over 10 years and is aimed at creating comprehensive consumer awareness and education through strong TV presence and in-store/OOH activity.
Reckitt Benckiser (RB)