Reckitt Benckiser is selling its latest Cillit Bang product exclusively through Facebook.

In a first for the company, Cillit Bang All-in-1 Dish & Surface will only be sold through the social networking site. The new product – a dish and surface cleaner packaged in a measured-dose dispenser – would combine the power of Cillit Bang with convenience, RB claimed, adding that it was also gentle on hands.

All-in-1 will be sold in a starter kit containing a dispenser and refill for £9.99, and as pack of three refills for £7.99.

“The F-commerce model allows us to interact intimately with our target market, getting almost instant feedback and means we can tailor the Facebook page and our offers quickly and precisely,” said RB UK marketing director Stefan Gaa.

The company would be monitoring the success of the sales scheme closely. “It is a serious pilot with a strong brand and we have taken extraordinary care to ensure the fastest and most hassle free service for consumers,” Gaa added.