Flash launches Ultimate range to fight Cillit Bang

Procter & Gamble (P&G) is preparing to take on rival Reckitt Benckiser’s Cillit Bang range, with the launch of a new “tough cleaning” range called Flash Ultimate.

P&G will position the range, which will include disposable cleaning cloths and surface cleaners, as the toughest all-round performer on the market – and will claim that it outperforms Cillit Bang in some areas.

It will also claim to offer all the functions of Cillit Bang’s four products – including its Grime&Lime and Universal Degreaser lines – in one product.

The products will be launched in January and is expected to benefit from significant marketing support, including a major television campaign.

One industry source says: “Cillit Bang was a huge success when it was launched and this is an attempt by P&G to claw back market share.” Cillit Bang was launched in the UK last year to be a competitor for arch-rival SC Johnson’s Mr Muscle range (MW August 19, 2004).

The &£5m campaign used the strapline “Bang – and the dirt is Gone”, and featured a coin being dipped in Cillit Bang and emerging clean. The Advertising Standards Authority later banned Reckitt from using the image, as the claim could not be substantiated.

The new Flash Ultimate range follows the launch of Flash Naturals earlier this year. Naturals is designed to target environmentally aware consumers.