Reckitt Benckiser launches game on Facebook to attract graduates

FMCG brand Reckitt Benckiser is launching a campaign on Facebook aimed to attract potential graduate recruits.

The role playing game, PoweRBrands, sets the graduates as virtual Reckitt Benckiser marketing executives as they progress through levels, completing tasks to become the global president.

The game, created by Euro RSCG RIley and Nudge Social Media, aims to show graduates that working at Reckitt Benckiser is fun and a unique environment, while teaching essential skills around as strategy and decision-making.

Anna Moulton, northern region HR director at Reckitt Benckiser, said, “PoweRBrands is part of a serious initiative to make learning about industry and marketing both relevant and fun. It is not a direct recruitment tool, but is a great way to introduce students and early-careers sales and marketing people to our culture.”

The game will also be supported with a Facebook fan page where players can read news, talk to other players and find out about additions and changes to the game. The campaign will be supported with paid advertising on Facebook, LinkedIn, Yahoo and paid search activity.

Reckitt Benckiser brands include Cillit Bang, Air Wick and Vanish.

This story first appeared on

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

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