Exclusive Mary Carmichael Lever Fabergé is plotting a "revolution in bleach" with the launch of a Domestos Ox sub brand in March, backed by a £3m marketing campaign. The newcomer promises the same germ-killing power as Domestos but without the bleach smell or the risk of dissolving dye in clothes, thanks to the use of hydrogen peroxide as the cleaning agent rather than hyperchloride. The new blue liquid comes in silver, space age' bottles and is due on shelf in early March. Domestos Ox's major targets are bleach haters' ­ who use it only reluctantly ­ and non-bleach users. "These groups either hate the smell or are nervous about bleach," said Rosie Gould, brand activation manager. "Our aim is to make people happier about using it." An rsp of £1.29 for 750ml ­ around 20% more expensive than standard ­ may also make retailers happier, as the bleach category has seen a 17% decline since 1998. Packs will be available at 79p for a limited period at launch, with a second price promotion due later in the year. Marketing activity kicks off on March 25 with TV, press, direct marketing and instore activity focusing on one or more selling points. The 72-year old Domestos brand will also get backing worth £1.5m this year. l Unilever has linked up with the Red Cross for a global alliance. In the UK, the company will donate 5p from specially-marked white packs of the three fragranced Domestos variants. {{P&P }}

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