CILLIT BANG

RECKITT BENCKISER

 

REVIVAL OF THE PURPOSEFUL PURPLE PUNCH

BACKGROUND

In 2004 the slogan “Bang! And the dirt is gone!” was heard for the first time. Ever since, the Reckitt Benckiser powerbrand has won over consumers worldwide. Now available in 30 countries and in 5 varieties, Bang set new standards with its eye-catching “Batman-esque” appearance, influencing the entire category of household cleaning products.

BRAND VISION

The relaunch required an eye-catching and contemporary brand family to consolidate the market leadership within the household cleaning category.

DESIGN

We took Cillit Bang’s evolutionary packaging design a step further – setting a revolutionary stage for brand values with a clear communications hierarchy and a powerful starburst visual. The revival of the “purposeful purple punch” ran through the graphic redesign all the way to structural development of the overall packaging.

To strengthen shelf impact, the label was retired and replaced by the new shrink sleeve. Current market research findings on consumer perception helped shaping the new information hierarchy and guided the development of easily graspable icons appropriate for international use. One particularly good example: The turbo-power “speedometer” visual conveys the Cillit Bang promise in every medium.