Reckitt Benckiser's idea of fun is working at Reckitt Benckiser

By Elena Malykhina on Wed Jul 14 2010


Ever wonder what it would be like to work as a marketing executive at a large company (if you're not one already)? Thanks to social media, and a new game from packaged-goods maker Reckitt Benckiser, you don't have to wait to land an actual job to find out. A new game, dubbed poweRBrands, is now live on Facebook. It lets you (virtually) join the firm as a marketing executive, and move up the corporate ladder by completing various tasks. The ultimate reward? Becoming president of Reckitt. According to the company, the game is part of an initiative to "make learning about our industry and marketing both relevant and fun." PoweRBrands is aimed at 18- to 30-year-olds, or those who may be early in their careers and looking to learn how Reckitt's marketing division operates. Come on, marketing must be as fun as farming, right? This is yet another example of a company using social-media games to raise brand awareness. See more examples in our special issue this week on digital gaming.

Somehow, Stacy London's fashion advice extends to detergent

Posted on Wed Mar 11 2009


Stacy London is on an endorsement roll these days. The What Not to Wear host has scored deal after deal of spokeswoman gigs. The former Mademoiselle editor is Pantene's cover girl in a campaign for its newly upgraded line of conditioners. She also stars in value-themed commercials for Riders Jeans. And now, it turns out that Woolite—yes, the detergent brand sold by Reckitt Benckiser—has also gone nuts for London. The brand has launched an online style manual featuring tips from London on how to find the "perfect fit" for one's clothes (whether it be skirts, pants or suits) as well as how to properly care for them. She has also done some commercials for the brand. Detergent isn't a big part of fashion, but this is still a more conventional pick than Procter & Gamble's choice of Kate Gosselin, who's gotten more bashing than love from consumers of late. (Or is it just that the haters are the more vocal ones?) UPDATE: Here's a sneak peek of London's print ad for Riders Jeans, set to appear in women's magazines next month. The campaign, as first reported by Brandweek in January, marks the first time the brand has tapped a spokeswoman to market its value lineup of jeans.

—Posted by Elaine Wong

In a show of unity, 1,000 shirts protest use of chlorine bleach

Posted on Thu Feb 19 2009


The 750,000 bustling commuters at New York's Grand Central Station yesterday might have wondered if someone hung their laundry on a massive clothesline. Those who stopped to see what it was about discovered  household cleaning company Reckitt Benckiser had decided to hang 1,000 brightly colored shirts. “Stop! Listen to your clothes!” said one collection of tees. The event coincides with next month’s launch of the new Spray ‘n Wash Bright & White, a safe bleach alternative. Reckitt Benckiser hopes the product will generate consumer awareness of the delicacy of clothes. “97% of clothing labels warn against the use of chlorine bleach,” one poster inside the hall warned. Look out Clorox.

—Posted by Elaine Wong



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