Rise of ‘F-commerce’: Reckitt Benckiser sells new Cillit Bang product solely via Facebook

Consumer goods giant Reckitt Benckiser has embarked on a new Facebook campaign, using the social network as the exclusive platform to sell its latest Cillit Bang cleaning product.


The new Cillit Bang All in 1 Dish & Surface product will be made solely available within Facebook. The product combines hand dishwash liquid and surface cleaner in a measured dose dispenser.
The UK-based campaign will also see Barry Scott, Cillit Bang’s fictional spokesman, get a brother by the name of Harry.
Harry Scott will feature in all social media activity, including an interactive game.
The Cillit Bang Facebook page and shop, allows consumers to buy the product direct from the Facebook page, without having to pay for postage and packaging, and is delivered within three days.
The move is expected to be the first of a number of ecommerce trials planned by RB, as it moves to tap into the growth in social media.
The new product launch is being supported with digital activity across social media, using competitions and games to talk to its target audience.
Stefan Gaa, marketing director at RB UK, said: “We are very excited about the launch of Cillit Bang All in 1 Dish and Surface through Facebook. The F-commerce DTC model allows us to interact intimately with our target market, getting almost instant feedback and means that we can tailor the Facebook page and our offers and competitions quickly and precisely.
“This is a first and we will be monitoring it very closely. It is a serious pilot with a strong brand and we have taken extraordinary care to ensure the fastest and most hassle free service for consumers. Cillit Bang All in 1 Dish & Surface is a very new concept – the combination of hand dishwash and surface cleaner is unique, and the Cillit Bang persona – that of a bold, no-nonsense brand, makes it the perfect product to test this particular retail model.”
F-commerce is a growing trend among consumer brands – last week Cadbury announced the launch of a new Wispa product to the bar’s 1.8m Facebook fans, while in November Heinz made a new Tomato Ketchup product available to its 900,000 fans a month before selling it in shops.
Strong results
The move came as Reckitt Benckiser reported an 8% rise in underlying fourth quarter earnings. It has outperformed rivals in recent years with a series of new products and cost cutting measures, but derives only a quarter of sales from emerging markets, which has left it less able to balance consumer spending declines in the West.
“With slower market growth and increased competition, we need to reshape our strategy to enable us to continue our track record of outperformance,” said chief executive Rakesh Kapoor.
The group will intensify its focus on growth markets and health and hygiene products, said Kapoor, who took over last September after his predecessor Bart Becht’s surprise retirement.
Reckit shares were up 3% to £34.90 after the company revealed fourth quarter earnings per share of 74.2p versus an average forecast from analysts of 71.3p.
http://www.facebook.com/CillitbangUK