‘Cillit Bang‘ is a brand owned by the $9 billion consumer products super power Reckitt Benckiser and has been pushed down our necks in a multi-million dollar TV advertising campaign. It’s a household cleaning product probably the same as all the rest in the $15 billion industry. In the USA, Canada and Australia it os known as ‘Easy-OFF BAM‘ but uses the same sneaky branding techniques.
Reckitt Benckiser has a clear strategy behind its branding of Cillit Bang: it wants to create a feeling about this product as if it is an obscure company that has come into its luck by discovering this ‘amazing and new’ cleaning product. It has achieved this in part by using TV commercials that mimic the infomercials that are used to sell genuinely obscure products like Continue reading