Procter & Gamble (P&G) is to launch a range of cleaning products based on natural oils under its Flash brand next year. The products are not environmentally friendly but they are being targeted at the environmentally aware consumer.
The Flash Naturals all-purpose cleaner range will include products that have extracts of grapefruit and green tea, fresh lemon and sea minerals. Sources say the launch will be supported by an advertising campaign worth over £3m, which will use the Flash ad actor Karl Howman. Grey London handles advertising for the brand.
Industry sources say P&G hopes the products will tap into the growing popularity of products that are seen as environmentally kind. The company already sells an orange-based variant under Flash, although sources say the new line will carry a much stronger “nature” message.
The company has launched a range of products under the Flash brand to cover all areas of household cleaning over the past few years. Most recently, the company announced plans to launch a Flash car washing range early next year (MW October 21).
P&G has already successfully revamped its Fairy antibacterial dishwashing range with natural ingredients, including eucalyptus, lime and lemongrass; and tea tree, orange and lemon variants (MW October 30, 2003). The Febreze fabric conditioning range has also been revamped, and more natural-sounding variants added, such as Meadow Rain and Summer Splash (MW November 27, 2003).