The launch of the product, which will compete with Reckitt-Benckiser's Finish, is to be backed by a £6m advertising campaign. Creative will be by Abbott Mead Vickers BBDO, which won the account last week (Marketing, October 4), with media buying and planning by CIA. TV ads will air in December.
The Glist brand is unique to the UK. Henkel considered marketing the product under its Pril or Somat brands, but found they tested poorly in the UK. The premium product will target middle- and upper-income women, and marketing will emphasise its "unique enzyme formula".
Henkel, which leads the detergents and household products category on the continent with a 23% market share, hopes the brand will give its detergents a foot-hold in the UK. Here, it is better known for its adhesives and cosmetics products, along with its Schwartzkopf haircare brand.
Other UK Henkel brands include Bref toilet cleaner and Svit home dry-cleaning kits. It originated the Persil brand, but transferred UK distribution rights in 1909 to Joseph Crosfield & Sons, which was later sold to Unilever.
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