Flash, the Procter & Gamble (P&G) home care brand, is introducing multi-surface technology across all of its best-selling range of concentrates, liquids and sprays now.
To support the re-launch, Flash has been given new packaging featuring a striking lightning bolt to reinforce the ‘double the cleaning power’ credentials.
Nik Ganich, home care brand manager at P&G for the UK and Ireland, said: “Our dedicated innovation team has been working hard to achieve this breakthrough in household cleaning, which not only doubles the strength of our cleaning products but sets a new standard for the category as a whole. There is a huge opportunity for retailers within the homecare category, with sales being lost due to one third of shoppers only placing a single form of surface care in their basket at one time.
“We are continuing to drive value into the category by encouraging retailers to really think about the layout of their homecare products and display at least four formats in one fixture to encourage multi-buys. Cross-promotions with sprays and liquids for example, and reducing both the complexity on shelf and amount of price-points on offer will also contribute to the overall performance of the category in-store. Retailers should use the planograms on www.shelfhelp.co.uk for merchandising tips and advice.”
The roll out is being supported by the brand’s ‘Flash Gordon’ TV advert, which has now exceeded six million views.