Lever Fabergé has earmarked £5m for media support to back new additions to its Cif Oxy-Gel household cleaning range.
Oxy-Gel liquid cleaner for floors and surfaces (rsp: £1.29, 750ml) comes in ocean, arctic breeze and lemon fragrances, All Purpose Wipes (£1.69, 40 wipes) are available in ocean and lemon, while there are ocean and arctic breeze variants of Oxy-Gel spray (£1.59, 150ml).
Marketing activity will include TV, radio and press advertising, as well as PoS and direct mail.
The company claims the Oxy-Gel brand, launched in 2001, accounts for around one fifth of the multi-purpose kitchen cleaning sprays sector.