Mr Muscle faces challenge from ‘gentler’ Dr Beckman

ACDOCO, the household cleaning company, is gearing up for the multi-million pound launch of a new oven cleaner to take on SC Johnson’s Mr Muscle.

Set to launch next month, Dr Beckman Rescue Hob Cleaner will be positioned as a premium cleaner that is quicker and safer to use.

Supported by a new TV and press campaign from roster agency CheethamBell JWT, marketing will build on the Dr Beckman brand proposition that it is less caustic then rival products and more suitable for regular use.

ACDOCO has also revamped the entire Dr Beckman Rescue range, including its Oven Gel and Fridge & Microwave Cleaner variants, with new packaging designed to improve shelf standout.

The product is the latest from ACDOCO under the Dr Beckman brand, which it launched in the UK in 1997. Initially the brand struggled to make an impact in the household cleaning sector, against major players such as Procter & Gamble, Unilever, Reckitt Benckiser and SC Johnson.

However, according to Mintel, the UK’s oven cleaner category was worth &£5m in 2005 and while SC Johnson’s Mr Muscle brand accounted for 80%, Dr Beckman’s share had risen to 9%. The report also shows that the category has dropped in value as consumers invest more in multi-purpose cleaners.

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