Procter & Gamble (P&G) has been forced to delay the multi-million pound launch of a new cleaning mop, following the imminent launch of a rival Dettol mop from Reckitt Benckiser (RB).
Industry insiders say P&G is considering redesigning its mop, believed to be branded Flash mop. It was originally intended to be a “heavier” version of its existing Swiffer mop.
The new Dettol trigger mop uses a technology that allows a bottle of Dettol liquid to fit into it. Consumers then use a trigger to wet and mop the floor (MW December 12, 2002).
Another insider says: “P&G has been talking about the launch for a while, but the plans have been shelved for the time being because of the superior technology of the Dettol mop.”
The launch of the Dettol mop is an attempt by RB to move the brand away from its image as an antiseptic only and bolster its position as an all-purpose cleaner.