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.

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.