Domestos has unveiled an upside-down foaming spray, Domestos Power Foam.
The new spray contains a foaming formulation which clings to surfaces, kills germs and removes limescale, providing value for shoppers as less product is required compared to traditional toilet cleaners.
New Domestos Power Foam Toilet and Bathroom is available in two variants - Arctic Fresh and Citrus Blast (450ml) across grocery and convenience channels now with an RRP of £3.
A £10m marketing investment will support the launch, with a new TV advert and out of home campaign going live in March 2023. Ahead of that, a social media influencer programme will run, whilst in-store shopper displays and POS will be available to retailers from January.
Claire Racklyeft, home and hygiene category lead at Unilever, said: “Shoppers tell us they look for germ-kill and limescale removal when choosing a bathroom cleaning product, and when cleaning the toilet, the most common complaint is trying to kill germs in those hard-to-reach places such as underneath the rim or in the toilet seat hinge. As market leader, Domestos is committed to driving innovation and leading the category and new Domestos Power Foam, which was three years in development, is designed to reach every nook and cranny of the bathroom to meet the challenges faced by shoppers every day. We’re confident it will drive growth for the category too.”
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