Electrolux and Reckitt-Benckiser team up with Rave for dish washer push

Rave Communications has launched a joint campaign with Electrolux Group and Reckitt-Benckiser to increase dishwasher consideration in the UK.

The primary aim of the multi-element campaign, entitled ‘Stop Washing Up’, is to make audiences aware of the benefits of automatic dishwashers over washing up by hand. Drawing upon social media, digital and traditional PR channels, the campaign will aim to subtly integrate Reckitt-Benckiser’s Finish detergent brand and Electrolux’s Zanussi dishwasher brand.

Launching this week with a viral video that will be seeded on a wide variety of high impact websites and blogs, all activity will drive traffic towards the campaign microsite at www.stopwashingup.com which also features video diaries from first-time dishwasher owners.

Other features of the promotion include editorial placement and surveys, campaign Facebook and Twitter pages, online advertising and media interviews with celebrity endorser Kim Woodburn of TV’s ’How Clean is Your House’.

Stuart Bell, strategic partnerships manager at Reckitt Benckiser said: “I’m still amazed that two-thirds of UK households still wash up everything by hand, despite it being such a thankless and grotty task. Our cheeky co-operation campaign aims to put washing up on the agenda of UK households, helping to enlighten the uninitiated that a dishwasher brings harmony and hygiene to the home. “

Graham Bremer, UK Head of Marketing at Electrolux Group said: “This is an innovative campaign, the like of which has not really been seen in this industry before. With dishwasher penetration in the UK being one of the lowest in Western Europe, we see a huge opportunity to increase sales of dishwashers through our retailers. We believe it will resonate loudly with our target audience and we also intend to drive sales through in-store promotional activity throughout June.”

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