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Reckitt Benckiser

Barry Scott's twin brother Harry introduced as Cillit Bang releases new product solely through Facebook

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By The Drum Team, Editorial

February 8, 2012 | 2 min read

The release of Reckitt Benckiser’s new Cillit Bang All in 1 Dish & Surface product will be made solely available within Facebook and introduce Barry Scott’s brother – Harry.

The new concept for the brand combines hand dishwash liquid and surface cleaner in a measured dose dispenser.

In promoting the new product, the advertising campaign will introduce the twin brother of Barry Scott – Harry, who will feature in all social media activity, including an interactive game.

Stefan Gaa, marketing director at RB UK, said: “We are very excited about the launch of Cillit Bang All in 1 Dish and Surface through facebook. The F-commerce DTC model allows us to interact intimately with our target market, getting almost instant feedback and means that we can tailor the facebook page and our offers and competitions quickly and precisely. This is a first and we will be monitoring it very closely. It is a serious pilot with a strong brand and we have taken extraordinary care to ensure the fastest and most hassle free service for consumers. Cillit Bang All in 1 Dish & Surface is a very new concept – the combination of hand dishwash and surface cleaner is unique, and the Cillit Bang persona – that of a bold, no-nonsense brand, makes it the perfect product to test this particular retail model.

“Cillit Bang Dish & Surface is a totally 100% online launch, available only via Facebook supported with significant marketing commitment, with advertising via social media, competitions and games – all in the digital space,” added Gaa.

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