RB announces another first for Dettol with the news that the Dettol Complete Clean range has just been awarded GHI (Good Housekeeping Institute) Accreditation – the first anti-bacterial cleaning range to be tested and approved. Accreditation covers all the products in the range, including trigger spray, wipes and all-purpose cleaning products. The GHI Accreditation endorsement will be highlighted to consumers in-store, on shelf and on pack as well as being used as part of upcoming advertising and promotional campaigns.
Commenting on the GHI endorsement, Stefan Gaa, RB UK Marketing Director said: “GHI is very influential and we see this endorsement as very important for the range. Dettol is not only a name that consumers trust with regard to disinfection, it is also, with the Dettol Complete Clean range, one of the most popular names in home cleaning, caring for surfaces throughout the home. We are very pleased to be able to add GHI accreditation, further underlining the brand’s credentials with consumers, who know that Dettol provides effective cleaning and plays an important role as part of the regular home hygiene regime, helping make the home a ‘completely clean’ and healthy.”
Dettol Complete Clean has a 3 x Cleaning Power, cutting through grease better than the leading cleaner and now relaunched with new improved fragrances, leaving surfaces clean with freshly scented.
The GHI undertakes accreditation testing across a broad range of products. Recent research* done by Mintel/Demographix (Jan/Feb 2011) showed that in addition to being the country’s most trusted women’s magazine, 92% of readers found a recognised independent stamp of approval helpful; 81% associate the GHI with quality; 90% of consumer would trust an item which carried the GHI logo.
* Source: Mintel Research /Demographix online research of 908 consumers Jan – Feb 2011
Reckitt Benckiser (RB)