RB to launch Harpic Liquid gel extension

Reckitt Benckiser (RB) is to launch Powerons Gel, a gel version of its Harpic Liquid toilet cleaner, later this month. The attempt to strengthen Harpic’s dominant position in the toilet cleaning sector will continue in October, with the launch of Harpic 2-in-1, a combined cleaning and air-freshener product (MW last week).

RB claims that Powerons Gel is thicker than any other toilet cleaning gel and contains “suspended micro-particles”. It will be available in Ice Mint and Sparkling Citrus variants.

RB UK marketing director Keith Edwards says: “We are committed to building the Harpic brand. The launch of our new liquid products and the introduction of Harpic 2-in-1 confirm our intention to continue as a key player in this market.”

Both launches will be supported by national TV and press campaigns, created by J Walter Thompson. The agency picked up the Harpic business earlier this year, following McCann-Erickson’s resignation as the company’s primary creative agency last year (MW April 18).

RB is not withdrawing its Harpic Liquid from the market, as reported in Marketing Week last week.

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