Reckitt Benckiser is gearing up for several major multi-million pound launches under its Air Wick air freshener and Harpic toilet care brands.
Air Wick Odour Stop, a cross between an aerosol can and a trigger spray, will enable consumers to tackle “problem” areas more accurately. And the new Harpic 2in1 product will feature a disinfectant and fragrance housed in a “T-Bar-shaped” plastic cage designed to sit discreetly under the rim of the toilet bowel.
Both products are expected to receive significant marketing support, including television and press ads.
The launches follow the expansion of two other key brands in Reckitt’s portfolio (MW February 9). The household cleaning giant is spending &£3m promoting Cillit Bang Power Stain and Drain, a liquid cleaner designed to remove stains from toilet bowels, and is gearing up for the &£6m launch of a new Mr Sheen variant, Mr Sheen metal.
Meanwhile, Reckitt is reviewing its &£350m global advertising business, handled by three agencies – Euro RSCG, McCann Erickson and JWT. Reckitt is believed to want to trim its roster to two agencies.
It has asked the networks to produce an ad for one of three brands they do not already work on: Clearasil, Veet or Air Wick. Clearasil is held by McCann; Veet by JWT; and Air Wick by Euro RSCG.
The review follows Reckitt’s acquisition of the Boots Healthcare business, which includes the Clearasil, Nurofen and Strepsils brands, all held by McCann Erickson. Reckitt declined to comment.