RB is taking a radically different approach to cleaning, shaking up the category with its new disruptive campaign, ‘Cleantertainment’.
Breaking the barriers of traditional cleaning stereotypes, Cillit Bang’s campaign aims to reengage consumers with the brand and its flagship instant turbo powered core trigger cleaning products, which work quickly and effortlessly across different surfaces in the home, making cleaning satisfying, entertaining and… almost exciting!
‘Cleantertainment’ launched in July and is supported with a £2.2m media campaign, including TV, digital and PR as well as in-store promotions to drive awareness and purchase of Cillit Bang.
A teaser campaign was launched on Cillit Bang’s Facebook and YouTube channels in the lead up to the big reveal of the new TV advert, which is currently being shown for the first time in the UK. The campaign advert, game-changing new direction for Cillit Bang, has been inspired by the iconic movie ‘Flashdance’, showing world famous American performer Daniel Cloud Campos, the lead dancer for Madonna’s world tours, discovering the power of Cillit Bang.
Elise Cockley, RB UK Surface Care Marketing Manager, says: “Cleantertainment is one of our biggest and boldest ever global and UK campaigns for Cillit Bang, which will re-ignite and strengthen our position in the category and drive penetration into new households. It is time to shake things up, revitalise the brand and make cleaning an exhilarating experience to appeal to a broader range of consumers.”