Procter & Gamble is to take its Flash household cleaning brand out of the house and into the garage with a 5m launch of a car washing system that it claims will “revolutionise” the market.
Flash Car Wash will be launched early next year, and will be backed by a 4.5m advertising campaign created by Grey London. The company hopes to team up with car magazines to support the launch through joint promotions.
The company is already in talks with car manufacturers about joint marketing activities to back the launch. Premium car marques such as Lexus are thought to be top of P&G’s list of preferred partners.
The product comprises a hand-held device that attaches to a hose to mix water with the Flash car shampoo. It also contains an “auto-dry filter” that deionises the water during the rinse which, P&G claims, will give “a spot-free clean and shine with no need to hand dry”. The pack incorporates a guarantee to leave the car spot-free.
This is the first time a major household goods company has targeted the car washing market with its cleaning products. Global market leader Turtle Wax is one of the few recognisable brands in an otherwise fragmented market. Industry sources say there could be other car accessories and products in the pipeline if the launch is successful.
P&G marketing director for fabric and homecare Giuseppe Casareto will oversee the launch. Last month, Casareto forged a cross-marketing deal between Ariel and Hotpoint that displaced rival Lever Fabergé’s long-standing relationship with the white goods maker (MW September 16).