Unilever has launched a new version of its Domestos bleach brand which it claims sticks to the toilet bowl even after flushing, lasting five times longer than other toilet bleach.
Called Domestos 5X (five times), Unilever has turned to masthead advertising specialists Now Screen to produce a TV ad under the “WhatsNew?” infomercial brand.
Mark Silcocks, managing director at Now said: “Cleaning the toilet is universally recognised as the worst domestic chore and no-one wants to do it. Unilever felt that “What’sNew?” would be the ideal way to clearly introduce the benefits of Domestos 5X, so that consumers could see that they could do a better job of cleaning their toilets and, most importantly of all, they wouldn’t have to clean them as often.”
“Domestos 5X is the most significant product launch for the brand in over a decade.”
“By launching Domestos 5X with a Domestos brand TVC in conjunction with a “WhatsNew?” execution, we are able to build brand equity, as well as visually demonstrate the strong competitor claim and educate consumers more directly on the product benefits", said Dana Buchanan, assistant brand manager of homecare at Unilever.
The spot will be shown on free-to-air TV.
Credits: client Unilever, marketing director of homecare Michelle Katz; assistant brand manager Dana Buchanan; agency Now Screen; creative director Marc Schattner; creative director Mark Leonard.
