Jeyes Fluid launches first TV ad in its 130 year history
Jeyes Fluid is to hit TV screens for the first time in its 130 year history as the disinfectant brand looks to widen its appeal, remind consumers of its versatility, and introduce the product to a fresh new generation.
Fronted by a character called Jim who shares wise words about gardening and outdoor cleaning from the comfort of his well-stocked shed, the £500,000 campaign will run from 18 April to 13 June, taking in the peak gardening season and Easter and May bank holidays.
Jeyes group brand innovation director Jayne Hazlewood explained how Jeyes is a “much-loved heritage brand” and that the campaign aims to “bring that nostalgia and brand affection to life while reminding people of the wide range of cleaning jobs which Jeyes Fluid”.
She continued: “As the face of Jeyes Fluid, Jim will provide top tips and cleaning solutions to get the job done.”
Keen gardeners and over 55s have been identified as the target market, with the ad set to screen during Channel 4’s Countdown, ITV’s Daybreak to reach the housewife market, and on specialist satellite channel Horse & Country due to the brand’s popularity with horse lovers.
A series of six cleaning solution videos have also been created for microsite www.jeyesfluid.com in which Jim shares top tips for using Jeyes Fluid to tackle specific jobs including clearing up after pets, refreshing water butts and giving garden tools a sparkle.