Reckitt Benckiser (RB) is to axe its Harpic Liquid toilet cleaner range later this year and replace it with a new combined cleaning and air-freshener product, Harpic 2-in-1.
RB claims Harpic 2-in-1 is a first for the industry, and the product is expected to be supported by significant advertising and marketing. Industry insiders say that advertising and pricing details are yet to be decided. Harpic 2-in-1 will be available in October. The product will be a round toilet block with an attached gel air-freshener and will be available in three variants – citrus, lavender and aquamarine.
Earlier this year, J Walter Thompson (JWT) picked up the Harpic advertising business, following last year’s resignation of McCann-Erickson as the company’s primary creative agency (MW April 18). RB split its &£300m global advertising account between JWT – which will handle surface and health and personal care brands – and Euro RSCG Worldwide – which has taken the fabric and homecare business.
RB is also planning to extend its Mr Sheen furniture polish brand into the wet wipes sector, in a bid to take on SC Johnson’s Pledge. Mr Sheen wet wipes are expected to retail at &£2.89 for a pack of 15.