brasso-gadget-care--darkReckitt Benckiser’s (RB) Brasso, has been shining up life’s important valuables for over 110 years, and today RB has announced its first ever new product development for the brand. Brasso Gadget Care is an innovative silicone gel cleaner with anti-static properties, designed to clean, shine and protect gadgets of all sorts – from smart phones and i-pads, to laptops, game consoles, and TVs. The product launched in the UK in October, with potential to be rolled out into other global markets.

RB’s research showed that consumers of all ages love their gadgets, and see them as visual status symbols; however, they can find it hard to keep them looking shiny and smudge free. Specialist cleaners have been hard to find, and expensive, but now Brasso Gadget Care provides safe, effective gadget care to everyone. It tackles everything from kids’ sticky fingers, make up or just daily dust and dirt, at a price point of £4.99 for a 50ml bottle, complete with its own microfibre cleaning cloth.

New Arena

Catherine Lloyd, RB UK Surface Care Marketing Manager, said: “Brasso Gadget Care is a completely new product, taking the brand, and the company, into a totally new arena; and creating an incremental sales opportunity in a new market. It is a classic example of how RB works – spotting the opportunity, investing strongly in product development and then bringing new concepts to market very quickly.

“For years people have been using the original Brasso liquid to clean objects not on our ‘recommended’ list – so we knew that if we could produce a product that was safe and easy to use on all modern gadgets we would have a winning formula on our hands for both us and our retailers. Initial reaction shows that we were right, and we are very pleased to see the new sales opportunities provided by Brasso Gadget Care acknowledged by such a broad spectrum of retailers – both on the high street and online.”

Attractively presented in a clam pack with cleaning cloth, the distinctive black and red 50ml bottle shows echoes of the traditional Brasso livery – updated and rethought for the 21st century consumer.

Marketing support for the October launch concentrated online, focusing on key sites such as facebook (70m impacts) Spotify (6m impacts) and Yahoo, and lifestyle titles such as T3 and Stuff. A specially created website – – aims to offer advice and off-beat entertainment to all gadget users.

Brasso Gadget Care is the latest in a long line of innovative new products from RB, developed in response to consumer demand, which create completely new sales opportunities. Set to carve out a new niche in the surface care sector, Brasso Gadget Care follows introductions such as Air Wick Freshmatic, the pioneering automatic/timed air freshener release; and Cillit Bang, which created the now significant ‘power cleaner’ market segment. In Brasso Gadget Care the iconic Brasso heritage is allied to RB’s reputation for producing effective products that delight consumers and drive market growth – a winning combination indeed.

Reckitt Benckiser

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