|
|
Article: Reckitt Benckiser to axe Dettox brand.
- Article from:
- Marketing Week
- Article date:
- November 22, 2001
- Author:
CopyrightCOPYRIGHT 2001 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
Reckitt Benckiser is to axe the Dettox cleaning brand in an attempt to rationalise its product portfolio.
Dettox, a rival to Unilever's Domestos and Cif, is to be merged with the antiseptic cleaning brand Dettol.
According to a household goods buyer, this is the Anglo-Dutch company's biggest rationalisation drive since it was formed in 1999 following the merger of Reckirt & Colman and Benckiser.
McCann-Erickson handles the advertising for both Dettox and Dettol. Reckitt Benckiser last year spent more than [pounds sterling]2.5m on Dettox ads and [pounds sterling]255,000 on ads for Dettol (AC Nielsen MMS). The Dettox brand includes antibacterial ...