Reckitt launches mop in effort to move away from ‘antiseptic’ image

Reckitt Benckiser (RB) is planning another assault on the household cleaning market with the launch of a Dettol mop next year. The launch will be another attempt by RB to bolster Dettol’s position as an all-purpose cleaner and a further move away from its antiseptic cleaning brand image.

The move follows the company’s decision to axe its Dettox cleaning brand earlier this year. Dettox has since been merged into the Dettol brand (MW November 22, 2001).

The new “trigger mop” uses technology that allows a bottle of Dettol liquid to fit into it. Consumers then use a trigger to wet and mop the floor.

The roll-out of this product, priced at £16.99, is expected in the first quarter of 2003.

According to an industry insider, RB has yet to make a decision on the marketing and advertising support for the launch. J Walter Thompson handles advertising for Dettol, as well as the Harpic and Gaviscon brands.

It picked up the RB business in April, after the household products giant split its advertising account between Euro RSCG and JWT. The move followed incumbent McCann-Erickson’s resignation of the account over conflicts stemming from its acquisition of the True North Network. Euro RSCG handles the Vanish, Resolve and Finish brands.