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


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 are your guide.


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

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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