Unilever UK Home and Personal Care is bidding to clean up sales with a raft of new launches under its household cleaning brand Cif.
It is bringing out three new lines in February including Cif Power Cream Spray in both kitchen and bathroom formats (rsp: £1.59 for 500ml); Cif Active Gel containing baking soda (£1.39 for 500ml); and Cif Oxy-Gel Herbal Energy, which replaces the Lemon variant in liquid and spray (£1.69 for one-litre liquid bottle and £1.39 for 500ml spray).
“Cif’s longstanding heritage and equity enables us to introduce formats and variants that we know consumers will trust,” said Judith Bruins, Cif brand executive.
She added: “The new Cif Power Cream Spray formats offer consumers the cleaning power of an abrasive cleaner in the convenience of a spray.
“Cif Active Gel has been developed as the next generation of heavy duty cleaners for the younger consumers who look for a tough cleaner that’s easy to use.”
The newcomers will receive £7m marketing support, including TV advertising for both Cif Power Cream Sprays and Cif Active Gel during 2005.
Meanwhile, Unilever has also added an Aqua Blast variant to its Domestos bleach line up.
Domestos brand manager Stephanie Mackenzie said: “Consumers are looking for a product that does the job to perfection and delivers a great fragrance.”