Domestos drives Power Foam innovation with new variants

Domestos is building on a strong first year for its new Power Foam innovation with the launch of new Floral Burst and Limescale Remover Power Foam variants to bolster the range.

Unveiled as the UK’s first upside down foaming spray, with the unique 360-degree spray trigger technology working upside down, Domestos Power Foam is a unique toilet and bathroom cleaner that kills germs* in those hard-to-reach places without bleach.

Since its launch, Domestos Power Foam is now used in over two million households across the UK and has demonstrated its ability to drive value through its superior performance and unique design, delivering over six million RSV since launch.

Building on this success, Unilever is expanding the range with Domestos Power Foam Toilet and Bathroom Floral Burst and Domestos Power Foam Toilet and Bathroom Limescale Remover which are rolling out across all channels and are available in 450ml and 650ml packs.

Floral Burst joins the core line-up including Arctic Fresh and Citrus Blast, which both rank in the top 10 SLC SKUS. The Floral Burst fragrance also complements existing Domestos products, including Pink Magnolia Blocks and Pink Power Bleach, so shoppers can buy their full toilet cleaning regime with matching fragrances using Domestos products. The additional Limescale Remover variant helps address one of the top bathroom cleaning needs and offers consumers a high-quality task specific solution.

The expanded portfolio is being supported with a disruptive marketing campaign, including TV, engaging instore POS focussing on the message "kills germs in hardest to reach places" and digital. An attention-grabbing PR activation is also planned, building on the success of last year's "loo with a view", which saw a giant toilet suspended above the Thames to showcase Domestos Power Foam’s ability to kill germs* even in hardest to reach places.

“Domestos Power Foam is our most disruptive innovation for a decade, offering a premium toilet cleaning range as consumers are increasingly looking for products that deliver exceptional hygiene performance coupled with convenience," said Rachel Rose, Domestos Brand Manager, Unilever. "We set out to turn the category upside-down with this innovation and we’ve done just that, with our Power Foam range gaining over seven per cent penetration in just 12 months and delivering over six million RSV.

“Domestos has the highest brand awareness in the toilet and bleach segment as the market leader and is perfectly positioned to continue delivering growth and innovation to the cleaning aisles. We’re excited to build on a successful first year for Power Foam with our new Floral Burst fragrance and Limescale Remover variants.”

NPD

450ml RRP in convenience:

· NEW Domestos Power Foam Toilet and Bathroom Floral Burst 450ml £3.00 RRP

· NEW Domestos Power Foam Toilet and Bathroom Limescale Remover 450ml £3.50 RRP

· Domestos Power Foam Toilet and Bathroom Arctic Fresh 450ml £3.00 RRP

· Domestos Power Foam Toilet and Bathroom Citrus Blast 450ml £3.00 RRP

* Kills 99.9% of bacteria and enveloped viruses like Vaccinia Virus