Unilever plans new ‘no smell’ Domestos variant
Unilever is to launch an oxygen-based variant of its Domestos bleach next year, aimed at consumers who do not like the smell of chlorine-based bleach.
The product is part of the company’s strategy to position Domestos as a brand that protects the whole house – not just toilets and drains – from microbes.
The “new and improved” version of Domestos will be marketed as an odour-free product. Domestos’ &£4.2m advertising account (AC Nielsen MMS) is handled by Lowe Lintas, but it is not known how much extra the company plans to spend on the oxygen launch. Media buying is through Initiative Media.
A household goods buyer says: “This launch will be aimed at consumers who like using perfumed cleaning products in their homes. Domestos with oxygen will be more expensive than the ‘normal’ Domestos bleach product.”
The launch follows the recent announcement of a new global brand director for Cif and Domestos. Aidan Lisser, who takes up his role in January, is currently Unilever’s top household products marketer.
His appointment, along with nine other global brand directors for Unilever’s household products, forms part of the company’s strategy to sharpen its focus on individual brands (MW October 11).
Rival brand Dettox, owned by Reckitt Benckiser, is to be axed and merged with Dettol, from which it was originally spun off (MW November 22).
