Unilever-owned toilet and bleach brand Domestos is building on a “strong first year” for its Power Foam innovation by adding new Floral Burst and Limescale Remover variants to the range.
Unveiled as the UK’s first upside-down foaming spray, Domestos Power Foam is now used in over two million households across the UK, delivering over six million RSV since launch.
Unilever is now expanding the range with Domestos Power Foam Toilet & Bathroom Floral Burst and Domestos Power Foam Toilet & Bathroom Limescale Remover, which are rolling out across all channels and are available in 450ml and 650ml packs.
Floral Burst joins the brand’s core lineup, including Arctic Fresh and Citrus Blast, which both rank in the top 10 SLC SKUs.
The expanded portfolio is being supported with a marketing campaign, including TV, in-store POS focussing on the message ‘kills germs* in hardest to reach places’ and digital. A PR activation is also planned, building on 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.
Rachel Rose, Domestos Brand Manager, Unilever, said: “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. 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 7% 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.”
