Domestos set for extension outside core bleach products after Lever Fabergé U-turn

Lever Fabergé is set to make a U-turn on its Domestos brand strategy with a £12m relaunch next year featuring a raft of variants outside its core bleach range.

Lever Fabergé is set to make a U-turn on its Domestos brand strategy with a &£12m relaunch next year featuring a raft of variants outside its core bleach range.

Only 12 months ago, Lever Fabergé pared the Domestos brand to its thick bleach cleaner, axing the Domestos cleaning wipes, mousses and sprays (MW December 5, 2002).

However, the company now intends to return Domestos to the household cleaning market with a line of cleaning sprays in March. The range will be formulated with a milder, bleach-free cleaning liquid, which industry sources say will be sold specifically for kitchen use.

The Domestos toilet bleach will also be extended with a pink-packaged variant known as Domestic Pink Power, which will be marketed as a softer version of the bleach, with a floral scent.

One industry pundit fears the move could end in failure. He says: “Consumers associate Domestos with a hard bleach, which could make them reluctant to use the spray around eating surfaces.”

Lever Fabergé pledges to support the Domestos brand with a &£12m ad budget in 2004. Advertising for the brand is handled by roster agency Lowe in the UK, with media duties performed by Initiative Media.

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