Reckitt Benckiser readies corporate campaign

Reckitt Benckiser is to launch the first corporate advertising campaign in its 200 year history this week.

Reckitt Benckiser campaign

The campaign is designed to boost the awareness of the owner of well-known brands including Nurofen, Vanish, and Clearasil among young people.

It will launch on Thursday and run exclusively online for four weeks, with separate creative designed for Facebook and other general interest sites targeting a 22-32 demographic.

It coincides with the launch of a new corporate brand which sees the company renamed RB. Reckitt Benckiser was created after a business merger 10 years ago

The corporate branding and advertising project has been driven by global corporate affairs director Andrea Dawson-Shepherd who was poached from Cadbury a year ago to work on boosting its corporate image.

Dawson-Shepherd says she feels the time is right for the company to raise its corporate profile outside of the investment sphere, as there is now less competition from sectors such as finance to grab the attention of potential graduate employees.

“Other industries are reducing their emphasis on the talent pipeline so this is a perfect time to show the benefits of FMCG,” says Dawson-Shepherd.

A second stint of the campaign will run for four more weeks from September. It has been designed by Euro RSCG and media has been handled by OMD. The rebranding work was handled by Workroom.

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