Vanish to market new “extra hygiene” variant

Vanish, the stain removal brand, is tapping into the nation’s desire for high-strength antibacterial cleaning products with the launch of a new “Extra Hygiene” variant. It will be backed by a £2m integrated marketing campaign.

Vanish Oxi Action Extra Hygiene  gel
Vanish Oxi Action Extra Hygiene gel

The brand, owned by Reckitt Benckiser, says it is creating “a new product and at the same time creating a new market segment to the laundry additive category, addressing customer needs and providing retailers with a new sales opportunity. “

The new Vanish Oxi Action Extra Hygiene will be “the only in wash stain remover which also kills 99.9% of bacteria”, the company will claim in its advertising, which will include television, print and on-line advertising as well as in-store promotion.

The campaign, which is designed to drive consumer awareness and create demand, will kick off on Saturday (6 February) and will run until April

The new variant was developed following research which revealed that 49% of people worry about bacteria remaining on their laundry but there was no product in the market addressing the need for hygienically clean laundry especially with a lower wash temperature.

Reckitt Benckiser recently announced it would integrate its household/personal care and healthcare businesses from April this year.

Last year, Procter & Gamble launched its flagship Ariel brand into the stain remover market, to compete head-on with Vanish.

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