Reckitt Benckiser has earmarked £6m to back its new Vanish Action-Ball Tabs stain removers including the brand's biggest TV ad spend so far.
The company predicts the tablets, which replace Vanish Tabs Plus, will boost the £758m laundry detergents market to more than £800m.
Designed to be used in the main wash with detergent, the tablets have three layers. The blue layer dissolves immediately to soften dried stains and the green loosens stains further. The white then works with the detergent to remove the stains completely.
TV ads are scheduled to run from May to September and account for £3.5m of the budget, which also includes instore demonstrations, door drops and sampling.
Brand manager Anna Swaby said the tablets aimed to attract the 43% of the population who regularly stained their clothing but didn't use a stain remover. Those people who use only prewash treatments are also targets.
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