Reckitt Benckiser launches cross-brand promotion

Reckitt Benckiser (RB) is launching a £1.5m cross brand promotion to push its portfolio of cleaning brands.


The FMCG manufacturer is aiming to capitalise on many peoples’ New Year resolution to give their homes a “big clean” in January.

The campaign features the Dettol, Cillit Bang, Harpic, Vanish, Finish, Windolene and Mr Sheen brands.

Stefan Gaa, RB marketing director says it is the first time that the company has run a “holistic” multi-brand campaign across a specific theme, such as the “big clean.”

He adds: “This is about creating synergies between brands where there is a logical reason to do so – so in cleaning for example, bringing together Dettol, Cillit Bang, Harpic with say Vanish or Windolene makes sense for the consumer and the retailer.”

A television campaign will run for a month starting on Monday (17 January) supported by in store events and online activity.

RB’s rival Procter & Gamble recently launched a cross brand promotion offering consumers a £5 reward coupon when they spend £10 on selected P&G brands including Bold, Flash and Lenor.

Read Marketing Week’s profile of Reckitt Benckiser marketing director Camillo Pane here.

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