Lever set to axe Domestos lines
Packaged goods giant jettisons Domestos brand extensions to streamline UK product portfolio
In a major U-turn, Lever Fabergé’s Domestos brand is to revert to being solely a toilet-cleaning bleach range. As a result, all-purpose cleaning brand extensions Domestos wipes and Domestos toilet mousse will be discontinued.
Domestos is to be relaunched next year. Its variants will be consolidated into Lever Fabergé’s Cif range.Industry observers say that the packaged-goods giant was “over-ambitious” in stretching the brand. One insider says: “Some of the Domestos and Cif variants overlap and can easily confuse consumers.”
Domestos Active mousse was launched last year (MW March 15, 2001) and the wipes were launched in 2001. As they are ditched, new bleach fragrances will be introduced. The move to abandon the variants is part of parent company Unilever’s strategy to trim its range from 1,600 to 400 brands. In turn, the Cif range is expected to be extended to all-purpose wipes.
TV and press advertising is expected to support the relaunches of both Domestos and Cif. Lowe handles advertising for both brands.In 2000, Unilever renamed Jif as Cif in the UK, in a move to align the brand across the globe (MW December 7, 2000).
