An all-purpose cleaner in four fragrances, the double-layer system claims to balance cleaning with hygiene and safety. The non-bleach formula is designed to be suitable for everyday use on most surfaces, even around children and food. The top layer attacks grease and dirt while the bottom layer kills bacteria. A shake before use combines the two. TV ads, direct marketing and instore activity highlighted the concept, while the company also ran a competition through women's magazines to win a cleaner for a year. Sales According to Information Resources, Domestos Bi-Actif All Purpose Cleaner achieved sales of £6m for the year ending May 19, 2002 across all grocery outlets and chemists. It values the cleaning market at £354m ­ a rise of 5%, with brand leader Flash all-purpose cleaner down 3% to £35m in value. The company says "The shake to activate' message has captured the imagination of consumers and has succeeded in adding a bit of glamour to the household cleaning aisle. "Until now, two-tone products have been associated with fashion and beauty, but with the launch of Domestos Bi-Actif, this trend has now entered the household cleaning market. "Penetration for Domestos Bi-Actif stands at nearly 14%, with more than three million British households having tried the product. The brand's share of the multi-purpose and kitchen cleaner sector peaked at 8% shortly after it was launched." {{P&P }}