Henkel backs Frish variants in TBWA ads.

Henkel is to support the launch of Frish Duo-Action, a multi-purpose toilet cleaner claimed to be a first in the UK market, with a heavyweight marketing campaign.

The two-chambered package design allows a descaling toilet cleaner and a bleach to be stored separately, and therefore safely, within one bottle. Henkel claims this allows safe delivery of both into the toilet bowl.

The brand is available in three fragrances - lemon, pine and ocean - and will be sold in Sainsbury's and other major retailers from this week.

Henkel is also launching Frish Duo-Active, a rim block, containing a deodoriser and liquid bleach. It will be available in ocean, orange and mint fragrances.

Frish Duo-Action will cost £1.39; the rim block is priced £1.79. They will compete against the likes of Reckitt Benckiser's Harpic and SC Johnson's Toilet Duck range.

The products will be backed by above- and below-the-line work through TBWA\London, including a TV campaign.

Henkel bought the Frish brand from Buck Chemicals in July last year.

It had been sold by Unilever 18 months before that.

The launches come as Carole Armstrong-Hooper, UK marketing director at Henkel's detergents division, moves to an undisclosed role within the company in South Africa (Marketing, November 27). Henkel has axed the role of marketing director, with Gervase Cottam, managing director of Buck Chemicals, Henkel's UK distributor, becoming general manager in the UK.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Burberry's flagship Shanghai store facade responds to weather changes
Subway considers taking fast food to fast lane with F1 sponsorship
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands
Dove tries to tell women their beauty is innate through placebo patches
Wonga faces social media storm after forcing Twitter to remove satirical material
Spotify tells the stories of relationships with music
Skype contrasts real stories with 'saccharine' style of Google and Apple
Top 100 UK advertisers: BSkyB increases lead as P&G, BT and Unilever reduce adspend
Viral Review: One Direction perfume 'prankvert' should have been a bigger hit