The latest instalment of the Turbo Powered, £5.5m Cillit Bang marketing story went on air primetime on Monday 10th June, when the brand’s hero presenter Barry Scott abandons his fighter jet for a brand new mode of turbo transport, a ‘Dragster’ racing car. This time Barry’s workshop turns into a dragster garage, specially kitted out to demonstrate the Turbo Power of Cillit Bang cleaning with a hi tech, high speed approach to tackling everyday cleaning challenges. The success of the unique Cillit Bang and Barry Scott partnership is proven with sales showing +41% YTD (Nielsen data w/e 27th April 2013) since the return of Barry in November 2012. The brand has also seen great digital traction with significantly increased social network activity. New ads always prove popular with Cillit Bang users.
Jerome Lemaire, Marketing Director of RB UK, manufacturers of Cillit Bang said: “Barry’s demos are always very popular and the dragster is a great metaphor for the speed and power of Cillit Bang’s Turbo Powered cleaning action. There has been so much speculation as to what Barry and Cillit Bang will tackle next that the new TV launch of ‘Dragster’ will be accompanied with a major Twitter campaign asking tweeters to guess what vehicle will come next!”
Cillit Bang will be on air every month throughout 2013 showcasing the mainstay of the range, Limescale & Shine as well as Cillit Bang Grease & Sparkle and Cillit Bang Active Foam.
The latest addition to the range, new Cillit Bang Active Foam Citrus Force, arrives on shelf soon. Cillit Bang Active Foam is the best way to tackle large and awkward surfaces such as bathroom tiles and showers giving Cillit Bang cleaning effectiveness and a fresh lemon fragrance. Cillit Bang Active Foam Citrus Force will be available from all major grocery outlets at RRP of £3.49
The Dragster ad was developed by Havas Worldwide London.
Reckitt Benckiser
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