Reckitt Benckiser to boost awareness via consumer competition to create a product for music festival goers

Reckitt Benckiser brand portfolio
Reckitt Benckiser brand portfolio

LONDON - Reckitt Benckiser is inviting consumers to create a product as part of a global campaign to drive brand awareness.

The activity follows research by the company, which found that as few as 3% of UK consumers recognise the Reckitt Benckiser brand.

Next month, the company will launch a consumer competition aimed at 22- to 32-year-olds in countries including the UK, US, Brazil, Russia, Germany and India.

Entrants will be asked to devise a product that consumers could use at a music festival, which they will pitch to Reckitt Benckiser by uploading a video presentation to a dedicated competition microsite. The company will support the activity with ads on websites including Facebook, on which the company will also create a campaign profile.

The winner will be awarded £5000. However, Reckitt Benckiser will only decide whether the design will go into production once the winner has been chosen.

The company is working with agency Euro RSCG Riley on the initiative, and said the competition was one strand of a wider global initiative to drive awareness.

In March, Reckitt Benckiser unveiled a revamped corporate identity, intended to raise its profile and position it as ‘The power behind the power brands'. It featured a logo, designed by branding agency The Workroom, which was inspired by a sports kite.

The brand claimed that the identity reflected the ‘loud, confident personalities' of its power brands. The identity features on packaging and is used on both internal and external communications.

Earlier this year, rival FMCG manufacturer Unilever, which owns brands such as Persil and Marmite, announced plans to feature its logo in consumer ads to exploit the value of its corporate reputation.

However, a spokeswoman for Reckitt Benckiser said it would not be introducing its corporate logo to its ads.



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