Reckitt Benckiser Plc, the global consumer goods company, is launching its first ever corporate advertising campaign. The campaign will initially see two parallel executions –one on social media such as FaceBook, and one on ad networks targeting sites for the TG such as student deals, music, sports, travel and humour.
The campaign, which will use the online only, launches this week and will initially run across six of its international markets – the US, the UK, Brazil, India, Russia and Germany. It coincides with Reckitt Benckiser’s external launch of a new corporate brand, which sees the introduction of the initials ‘RB’ for the company name.
Reckitt Benckiser produces well-known consumer brands such as Dettol, Harpic, Cherry Blossom, Mortein, Vanish, Veet and Clearasil. However, there is less awareness of its corporate identity and the online campaign aims to improve familiarity with the ‘RB’ brand.
The campaign is to drive awareness amongst the next generation of 22-32 year olds. The objective is to ensure that in future RB’s position is as one of the world’s Top 3 most successful FMCG brands when measured against almost every performance criteria – is recognisable, the company’s name is spontaneously recalled by the future generation of bright young adults, be they RB’s potential employees, suppliers, business partners, shareholders or simply consumers.
Andraea Dawson-Shepherd, Global Corporate Affairs Director, Reckitt Benckiser Plc, said, “We aren’t short of new ideas, but being innovative and entrepreneurial is core to the type of people who do well at the company. We wanted the ads to reflect the dynamic and fast-moving world of RB.”
Chander Mohan Sethi, Chairman and Managing Director, Reckitt Benckiser (India) Ltd, added, “Our Powerbrands are already well-known and successful, but behind their success is a team of innovative people who are the key to ensuring the company’s outperformance. We have grown so rapidly, that to meet our future growth aspirations we need to make ourselves better known among the next generation of people, who might partner with us or work with us and let them know what the company has to offer and the type of people who thrive here.”
The campaign will also showcase RB’s new corporate brand, which has been redesigned to reflect the energy of the company and simplify its name to RB – which now sits visually inside a high performance kite.