Reckitt Benckiser (RB) is planning to rebrand its Finish 3-in-1 Total dishwasher tablets as Finish 3-in-1 Brilliant this year. The move coincides with the current blitz in the dishwasher tablets market.
This month RB is adding an orange variant to the range, in an attempt to cash in on consumers’ fascination with the degreasing properties of citrus extracts in cleaning products (MW February 20).
The Brilliant dishwashing tablets claim to deliver “unbeatable shine” and remove smears and spots left on glassware. The launch will be supported by a multi-million pound television, press and print advertising campaign created by Euro RSCG Wnek Gosper. The campaign is due to start in April.
One industry insider says that the revamp of Finish 3-in-1 Total to Brilliant has been triggered by the need to maintain the brand’s leading position in the market. “RB is trying to cement the brand leader’s position in the dishwashing tablet market,” he says.
The company is aiming to generate an incremental &£13m in category value this year, with the launch of 3-in-1 Brilliant and the Orange variant.
Meanwhile, rival Henkel, which produces the Glist dishwasher tablet range, is also understood to be planning an “industry first” with the launch of a newly formulated tablet designed to protect glass in the dishwasher.