Reckitt Benckiser Debuts turbo RACER, a Mobile Racing Game and App, Designed to Familiarize College Grads and Young Careerists with its Exciting Corporate Culture

18 Aug, 2011, 08:30 ET from Reckitt Benckiser

PARSIPPANY, N.J., Aug. 18, 2011 /PRNewswire/ -- Reckitt Benckiser (RB), the leading global household, health and personal care company (with U.S. headquarters in Parsippany, NJ) and parent of Clearasil, Lysol, Woolite and other iconic brands, today unveiled  turbo RACER, a new free online game and a free mobile racing game app available on iTunes, as part of the company's corporate awareness program.  The game, based on a racing platform, is designed to metaphorically underscore the essence of working at RB – a fast-paced and exciting corporate environment.

turbo RACER is RB's third launch in a successful  series of innovative online games such as 'poweRBrands' and UrbAN THRILL.   With each of these mobile games, RB deepens its engagement with its target audience – students and those driven young professionals who are early-on in their careers – in a fun and informal way. The successful April launch of UrbAN THRILL, which is based on the cityscape sport of freerunning, has already been played over 490,000 times organically in the first three months.

RB chose a racing platform for this newest game to help reinforce the company's invigorating and rapid-paced corporate culture.  turbo RACER challenges gamers' racing skills, much like young professionals are routinely challenged and excited in their day-to-day jobs at RB.  In turbo RACER, the player navigates a kite which flies through a student's home, quickly navigating around some of RB's iconic household brands, touched by millions of consumers each day, such as Durex, Woolite, Finish and French's.  

Andraea Dawson-Shepherd, SVP global corporate communications at RB, drew the following comparison:  "I often describe our culture at RB the same way I would describe a Formula 1 racing car:  all engine, all go.  Very fast moving, but no frills, and no cruise control button."

For further information:
Sabrina Michaeli
Porter Novelli

About RB

Reckitt Benckiser (RB) is a world leader in household, health and personal care.

It is a FTSE top 25 company and since 2000 net revenues have doubled and the market cap has quadrupled.  Today it is the global No 1 or No 2 in the majority of its fast-growing categories, driven by an exceptional rate of innovation – typically about 35% of net revenue comes from innovations launched in the prior 3 years. It has a strong portfolio led by 19 global powerbrands which are: Finish, Lysol, Dettol, Vanish, Woolite, Durex, Calgon, Airwick, Harpic, Bang, Mortein, Veet, Nurofen, Clearasil, Strepsils Gaviscon, Mucinex, Scholl and French's, and they account for 69% of  net revenue.

RB people are at the heart of the company's success. They have an intense drive for progress and action and a desire to outperform wherever they focus, including in CSR where the company has the most ambitious corporate responsibility programme in the industry through its Carbon 20 initiative.

Headquartered in the United Kingdom, the company employs about 27,000 people worldwide, with operations in over 60 countries and sales in almost 200 countries.

For more information visit RB.COM

About LOOP

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SOURCE Reckitt Benckiser