Reckitt Benckiser poised to launch citrus variant of Finish detergent

Reckitt Benckiser (RB) is planning to cash in on consumers’ fascination with the degreasing properties of citrus extracts in cleaning products, with the launch of Finish Orange dishwashing product. The orange variant is expected to be rolled out in May.

Insiders say that this is the first time a dishwasher product will contain orange as an active cleaning ingredient.

Orange Glo, a US company which uses orange oil extracts in its surface cleaning products, is also planning an assault on the market. The company is talking to agencies about its £4m advertising campaign (MW last week).

The launch of Finish Orange will be supported by a multi-million pound marketing and advertising campaign created by Euro RSCG Wnek Gosper. Last year, RB spent £7.8m on the Finish brand.

Euro RSCG Wnek Gosper won the business last April, when the household products giant split its advertising account with J Walter Thompson.

The move followed the incumbent McCann-Erickson’s resignation of the account over conflicts stemming from its acquisition of the True North Network. TNN subsidiary FCB held the SC Johnson account covering Toilet Duck, Pledge and Mr Muscle.

The Finish, Resolve and Vanish brands are handled by Euro RSCG Wnek Gosper, while JWT handles Dettol, Harpic and Gaviscon.

RB announces its full-year results today (Wednesday).

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Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

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