Reckitt Benckiser to axe Dettox brand

Reckitt Benckiser is to axe the Dettox cleaning brand in an attempt to rationalise its product portfolio.

Dettox, a rival to Unilever’s Domestos and Cif, is to be merged with the antiseptic cleaning brand Dettol.

According to a household goods buyer, this is the Anglo-Dutch company’s biggest rationalisation drive since it was formed in 1999 following the merger of Reckitt & Colman and Benckiser.

McCann-Erickson handles the advertising for both Dettox and Dettol. Reckitt Benckiser last year spent more than &£2.5m on Dettox ads and &£255,000 on ads for Dettol (AC Nielsen MMS). The Dettox brand includes antibacterial cleaning wipes, floor and surface cleaner, and mould and mildew remover.

Since 1999, Reckitt Benckiser has rolled out several new products, including Finish 3-in-1 dishwasher tablets, Immac hair-removing products and Haze gel-filled air fresheners. This year it acquired Korean household products company Oxy for &£87m in cash.

Vanish, another Reckitt Benckiser cleaning product, recently ditched WCRS and handed its &£2.6m business to Roose & Partners (MW November 1). The move followed a pan-European agency review for the stain-removal brands and marked an end to WCRS’ four-year relationship with the household goods giant.

Reckitt Benckiser’s product portfolio includes Mr Sheen, Harpic and over-the-counter pharmaceutical products such as Disprin and Bonjela.

Knowledge Bank

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now