P&G prepares electronic cleaning products push

Procter & Gamble (P&G) is turning its hand to battery-powered cleaning, with launches in the dish- and toilet-cleaning markets.

P&G will launch a battery-powered handheld dishwasher called Fairy Power Dish this autumn. There will be a launch advertising campaign created by P&G roster agency Grey Worldwide. MediaCom handles media buying for Fairy.

One insider says that the company may struggle to establish the relatively high-priced product in a market led by budget competitors. He adds that consumers might be suspicious of using a battery-powered device near water. A P&G spokeswoman refuses to comment on the launch.

Meanwhile, P&G is understood to be planning a battery-powered toilet cleaner under the Flash brand. The company has fallen behind Reckitt Benckiser and SC Johnson in the category. Both have recently launched novel toilet-cleaning brushes.

This summer, Reckitt Benckiser launched Harpic Ready Brush, a toilet brush with a canister that ejects cleaning foam; SC Johnson, meanwhile, has introduced a Toilet Duck product that uses disposable pads (MW February 19). Reckitt Benckiser is also preparing to launch a new range of cleaning products, under its Harpic brand. Premium-priced Duraguard will offer stain prevention as well as cleaning and will be available in three fragrances. A &£1.5m television campaign will support the launch, at the end of the year.