Jeyes is backing the relaunch of its Bloo toilet cleaner brand with a £3m marketing spend, and has also invested £10m on renewing its sponsorship of The Bill.

The household cleaning products manufacturer is revamping Bloo with updated packaging and logo, improved formulas and five new lines.

A £3m TV campaign will break in September to support the relaunch which also includes new “tangerine twist” and “zingy lime” liquid cleaner variants.  For a third consecutive year, Jeyes will sponsor TV show The Bill in a deal worth £10m.

The new Bloo logo, which was previously red with and blue outline, has a modern and bold blue font and the packaging features splashes of water.

Jeyes marketing director Jayne Hazelwood told The Grocer that brands have to keep up with the times, especially in a recession.

“People still want their loos to look clean. Foam, fragrance and colour are extremely important, they signify freshness in a loo,” she said.