Magazine article Marketing

Domestos Prepares Pounds 12m Fightback

Magazine article Marketing

Domestos Prepares Pounds 12m Fightback

Article excerpt

Lever Faberge is to put pounds 12m in marketing support behind its Domestos brand this year to make up for poor results attributed to a lack of extensions last year.

The bleach brand aims to fuel growth in the household care category by relaunching its toilet block products as rim and cistern blocks.

The extensions, which will be on-shelf from the end of the month, will also be repackaged to bring them into line with the Domestos masterbrand.

The packaging will highlight the range's hygiene credentials and its cleansing power.

Unilever chief executive Niall FitzGerald blamed Domestos and other brands in the household products division for Unilever's poor financial performance last year, when he unveiled year-end results earlier this month.

The domestic products sector of Unilever's business suffered a drop in sales of 3.6% in the first half of 2003. But sales in the second half of the year were up by 0. …

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