RB to Launch New Corporate Campaign to Raise Awareness Among College Grads and Early Careerists

Mar 24, 2011, 12:25 ET from Reckitt Benckiser (RB) plc

PARSIPPANY, N.J., March 24, 2011 /PRNewswire/ -- Reckitt Benckiser (RB) plc, a world leader in household, health and personal care (with U.S. headquarters in Parsippany, NJ) and parent of Clearasil, Lysol, Woolite and other iconic brands, is launching a multi-country, multi-million dollar campaign to create awareness for its corporate brand amongst graduates and people early on in their business careers.

A global consumer products giant, RB is very similar to P&G, but until recently has preferred to leave the limelight to its many famous brands.  RB.com tells you all, but Lysol, Airwick, Durex, Mucinex, Clearasil, Frank's RedHot and French's, to name just a few, are found in bedrooms, bathrooms, kitchens, handbags and pockets all over the country.  And RB is the powerhouse behind these powerbrands.

The goal of RB's campaign is not to sell more products, but rather to sell the company itself to talented young people eager to begin a career in fast moving consumer goods.

Known for innovation and market-beating financial performance, RB is doing this because its future growth depends on attracting the right type of high flyers – young professionals with attitude and entrepreneurial spirit.  

Rob de Groot, Executive Vice President, North America Australia New Zealand, says, "RB's culture is very different to most organizations.  We only suit people who like freedom to act, a fast pace, enough exposure to make their mark and who are deeply commercial and agile. We offer a high-adrenaline, heart pounding workplace, and that's not for everyone, but for the 20% who would love us, they need to know who we are."

The campaign will be executed primarily online and on-campus.  Covering nine markets across all continents, the campaign will entail RB using gaming technology on mobile and the internet to reach people. This follows the company's highly successful "poweRBrands" game – launched last year – which enabled players to enter a fast moving consumer goods (FMCG) company and rise through the ranks, to eventually become global president.  

The campaign will also engage with student, professional and sports communities online and offline.  RB will deploy high-profile brands such as Durex, Clearasil, Veet and others to connect with people and deliver eyebrow-raising campaigns on campus.  

Recently, RB's US business was a platinum sponsor of the National Collegiate Sales Competition and sponsored a case study competition at Columbia.  RB Campus Brand Managers (CBM) on-site at the Columbia and Penn State campuses have also been spreading the word with such innovative events as:

  • Brand Bash: products utilized in various games that allowed the general student population to interact with our Frank's RedHot and Durex brands.
  • Greek Week: Durex products (with rb.com label) will be handed out to students during the very popular Greek Week events.

The ten markets this corporate awareness campaign will touch include Australia, Brazil, France, Germany, India, Italy, Pakistan, Russia, UK and US.

About Reckitt Benckiser (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 70% 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 program in the industry through its Carbon 20 initiative.

Headquartered in the United Kingdom, the company employs about 25,000 people worldwide, with operations in over 60 countries and sales in almost 200 countries.

For more information visit RB.COM

Sabrina Michaeli
Porter Novelli

SOURCE Reckitt Benckiser (RB) plc