RB to spend £6m on Finish 4-in-1 launch

Reckitt Benckiser is preparing for the £6m launch of what it says is the biggest innovation in the dishwashing market in four years: Finish 4-in-1 dishwashing detergent.

Reckitt Benckiser is preparing for the &£6m launch of what it says is the biggest innovation in the dishwashing market in four years: Finish 4-in-1 dishwashing detergent.

The range will join the company’s Finish 3-in-1 brand as one of the flagships of Reckitt Benckiser’s household goods portfolio. Industry sources say the company will support the range with one of its largest launch advertising campaigns to date.

The range is expected to launch in January. A television, press and print advertising campaign, created by Euro RSCG London, is scheduled to break in February. Finish 4-in-1 will offer the combination of salt, a rinse aid, a cleaner and a glass protector.

The existing Finish range, which has 50 per cent of the dishwashing detergent market, is backed with an annual advertising budget estimated at &£10m, with &£6m spent on Finish 3-in-1 alone. The 3-in-1 range was launched in 2000, followed almost immediately by rival Henkel’s Glist 3-in-1 product.

Since then, the format has been emulated by all major brands and supermarket own-brands, including Aquados’ soluble dishwashing powder sachets (MW June 3). Reckitt Benckiser has responded with innovations including the addition of a “Powerball” and an orange-based variant, as well as rebranding its Finish 3-in-1 Total dishwasher tablets as Finish 3-in-1 Brilliant last year (MW March 6, 2003).

Finish is the leading brand in the dishwasher products market, which was worth &£138m in 2003 (Mintel).

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here