Domestos will get a spicy addition next month in the form of a Pink Power variant as owner Lever Fabergé aims to modernise the bleach category.
The newcomer will be backed by a dedicated £4m share of Domestos’ £12m marketing budget this year. The bulk of the spend will go on TV advertising, with posters, press, direct mail and point-of-sale material also planned.
The floral, spicy-fragranced newcomer joins an existing trio of Original, Citrus Fresh and SunFresh and comes in a bright pink bottle aimed at creating impact on the fixture.
According to brand executive Stephanie Mackenzie, fragrance and packaging are key to the continued growth of the category. “Fragrance accounts for 55% of bleach sales and is driving overall category growth,” she said. “So we know it’s high in consumers’ decision hierarchy.”