RB ramps up Scholl activity to strengthen sales growth

Reckitt Benckiser is to triple the volume of marketing activity for Scholl in the UK as it looks to the recently acquired footcare brand to help lift annual sales figures.

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RB has invested heavily in Scholl since completing the acquisition of parent company SSL in November, allowing brand chiefs to ramp up press, TV and online activity.

Scholl senior brand manager Charlotte Brown says its range of hard skin, cracked heel and footcare products can benefit from the scale and marketing experience RB offers.

She adds: “We’re not ripping up the rule book and starting again with the Scholl strategy. We’re doing what SSL did but with an RB twist.”

Summer activity has been extended from the two week burst it did last year to a three-month campaign, while autumn activity will include TV ads and also run for three months. A marketing push for Scholl’s Orthaheel shoe inserts range will also begin in September.

RB is hoping the acquisition of Scholl and sister SSL brand Durex will boost the company’s revenues for the year. First quarter revenue increased by 15% to £2.3bn.
The brand has appointed Virgo Consumer Health to handle its PR activity and push its brand message ’wider and further’beyond the usual health and fashion press it had previously targeted.

The company recently announced that long-term CEO Bart Becht is to retire. He will be replaced by Rakesh Kapoor.

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