Henkel moves Limelite into multi-purpose cleaner area

Henkel is pushing its limescale removal detergent brand Limelite into the multi-purpose cleaning market with the launch of a new range of products.

The household product manufacturer, which last year generated global sales of nearly 12bn (8.1m) is embarking on a 3m integrated marketing campaign in the UK to support the launch, incorporating both print and online activity.

The product range, which contains a new shine protection ingredient designed to slow the build up of limescale and dirt on surfaces, comprises an all-surface spray, leave-on active gel, multi-appliance descaler liquid and surface wipes.

The products will be available at major retailers including Sainsbury’s, Tesco, Waitrose, Asda, Somerfield, Wilkinsons and Co-op, with prices starting at 1.99.

The campaign to support the launch breaks next week with below-the-line activity including print and online advertising alongside an in-store couponing drive targeting over 4 million consumers. Marketing agency Haygarth will oversee trade and consumer PR.

Major above-the-line activity will follow early next year, spearheaded by TBWA. It is designed to drive new consumers into the limescale market and build awareness across the category.

Limelite brand manager Nina Mace says the range extends the number of household areas the Limelite products can be applied to.

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