Jeyes to consolidate grip on sector with ‘first’ liquid in-cistern cleaner

Household goods manufacturer Jeyes is to launch the first liquid format in-cistern toilet cleaner in October in an effort to consolidate its control of the toilet cleaning market.

Called Bloo Acti-clean, the new product will be supported by a £3m advertising campaign, which will include television activity to break in January. Incumbent creative agency Poulter Partners is working on the campaign, while John Ayling & Associates handles media buying for Jeyes.

Jeyes claims that the launch will revolutionise the in-cistern cleaning market as liquid dispensers have driven sales in the “rim” category. It also says that Acti-clean will be the first new format in the £20m in-cistern toilet cleaner category. The sector is led by the Bloo brand with a 41 per cent share, but its position is increasingly contested by own-label alternatives.

A Jeyes spokeswomen says Acti-clean will be more effective than traditional in-cistern capsule cleaners. Jeyes marketing controller Jayne Hazlewood says: “Acti-clean will completely revolutionise the market. There is nothing else like it. The recent shift in the rim category towards liquid will be matched in the in-cistern category.”

Acti-clean is the first major launch under the Bloo brand since the £134.2m management buy-out from household goods maker IWP in July last year.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here