OxiClean relaunch ads wait in wings

Church & Dwight, the household goods company, is expanding its OxiClean laundry range with a formulation for delicate fabrics. Fragrance and chlorine-free stain remover OxiClean Simple will hit the shelves this month.

The launch will be supported by a television campaign. It will be handled by Quiet Storm which won the account after a pitch last month (MW June 14).

The agency is working on a brief to relaunch the OxiClean brand in the UK, due to break in the autumn and it is thought the OxiClean Simple launch will be incorporated as part of the revamp. The brand repositioning follows OxiClean’s purchase by Church & Dwight for $325m (£163m) last year.

Positioned as “tough but gentle”, Oxiclean Simple is aimed at young families and affluent professionals.

Church & Dwight UK marketing director David Thompson says: “Since acquiring the OxiClean brand, we have invested time and money in researching our consumers’ needs. It was evident that there was a demand for a trusted brand, such as OxiClean, to produce a gentle stain remover that could guarantee the highest performance on the most delicate, designer garments, while being gentle on the fabrics.”

Church & Dwight has global sales of more than $2bn (£1bn) from its personal care and household products. The company says it will be investing in OxiClean in an attempt to replicate the brand’s success in the US laundry sector.