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.

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