Reckitt gears up to expand major brands

Reckitt Benckiser is gearing up for major launches under its household care brands Cillet Bang and Mr Sheen brands.

The Cillet Bang portfolio will be extended with the launch of Cillet Bang Power Stain and Drain, a liquid cleaner designed to remove stains from toilet bowls and to unblock drains. The launch will be supported by a &£3m TV and press campaign, and is likely to feature cult character Barry Scott, developed by JWT.

Reckitt is also extending its Mr Sheen brand of surface cleaners and polishes, with the &£6m launch of Mr Sheen Metal.

The launches have provoked mixed reactions from industry observers who question the launch of “job-specific” products. Insiders warn that the strategy is unlikely to make an impact on consumers.

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