'Britain's Greatest' Campaign Appoints Myriad PR

Monday, 16 January 2012

The campaign is RB's largest ever 12-month multi-brand communications programme to date in the UK and will support the company's key powerbrands, including Finish, Vanish, Air Wick, Dettol, Cillit Bang and Durex, among others.

Myriad won the PR business in a competitive pitch and activity will be focused around four central themes to be revealed throughout the year, supported by TV, print, digital, in-store and promotional activity.

The activity, which launched this month, has kicked off with the focus on RB's portfolio of household products, under the banner of ‘Britain’s Greatest Clean Up’.

RB UK Marketing Director, Stefan Gaa, said:  “This is the first time RB UK has taken the route of bringing all its key brands together under one unifying theme – Britain’s Greatest – and we are very excited to be able to bring this to consumers – especially in 2012 which is set to be such an exciting year in the UK.  With this initiative we will be able to provide retailers and consumers with new, highly relevant promotions on key brands – and they will be linked directly to creative activity online that is bursting with new ideas. 

“We are supporting ‘Britain’s Greatest’ campaign strongly with major advertising on TV, radio and online, and building on our digital activity with innovative social media initiatives.  We have always worked closely with our retail customers and the ‘Britain’s Greatest’ campaign allows us to bring each of them uniquely tailored promotional activity and amazing offers and consumer benefits, driving interest not only to RB brands but the category as a whole.”

Kasia Bielicka of Reckitt Benckiser, said:  “We have decided to work with Myriad PR as they presented a fine balanced mix of great activation ideas and sensible budget. Their great media relationships are invaluable and they have a proven track of successful PR management of other brands from the RB UK portfolio. On a personal note, they are a pleasure to work with which is an asset.”

Steve Weaving, managing director of Myriad Public Relations, said: “Britain’s Greatest is a key strategic initiative by Reckitt Benckiser in 2012. It was a privilege and a major achievement for Myriad Public Relations to be the successful PR agency in such a competitive, high quality pitch.”

For more information, please contact:

Vanessa Munnings or Louise Bowles at Myriad PR on 01353 669939