Orange Glo launches bathroom cleaner range

Household cleaning company Orange Glo is to launch a bathroom cleaning brand in the UK next month called Kaboom.

Orange Glo is to market Kaboom as the only product that effectively tackles all bathroom stains, from dirt to limescale and rust. The product is formulated with an organic cleaning agent, rather than the orange extract that is found in other Orange Glo products, such as the Orange Clean kitchen cleaning range.

Advertising plans to support the launch, which is to be rolled out in various European countries, are still being finalised. The company awarded its £4m advertising account to Partners BDDH last year (MW May 1, 2003). So far, Orange Glo has only advertised its OxiClean stain remover, with a £1m campaign last year.

The launch will be orchestrated by Orange Glo managing director Linda Appel Lipsius after marketing director Mark Jaffe left the company without a job to go to last year (MW October 30, 2003). Jaffe will not be replaced.

Appel Lipsius says the product can cut bathroom cleaning time by half. Kaboom is already a successful product in the US, but is likely to face stiff competition in the UK, which is dominated by Procter & Gamble and Lever Fabergé.