Lever Fabergé's 72-year-old Domestos bleach brand is to get a "thickest ever" formulation and a new SunFresh fragrance.
Rolling out now, the thicker products, which claim to cling better and protect surfaces more effectively, will be backed by a dedicated £6.5m marketing support programme.
It forms part of the brand's £10m budget for 2003 ­ its biggest yet.
TV advertising breaking at the beginning of June accounts for the bulk of the spend, while additional support will consist of press ads, posters, radio, direct marketing and instore activity.
The new fragrance joins Original, Citrus Fresh and Mountain Fresh line up. All sport a redesigned label.
Category director Ian Potter said the bleach market grew 3% in value last year, following two years of declining sales. He said the company anticipated a surge in sales of the brand as well as incremental category sales due to the reformulation.