Reckitt Benckiser, world leader in household, health and personal care, is launching a multi-country, multi-million dollar campaign to create awareness among graduates and people early on in their business careers.
RB is a global consumer products giant but until recently has preferred to leave the limelight to its many famous brands. www.rb.com tells you all, but Dettol, Harpic, Lysol, Vanish, Mortein to name just a few are found in bedrooms, bathrooms, kitchens, handbags and pockets all over the country.
The aim of the campaign is not to sell more products, but to sell the company to people who are thinking of starting a career in fast moving consumer goods.
Known for innovation and market beating financial performance, Reckitt Benckiser is doing this because its future growth depends on getting enough of the right type of high flyers – people with attitude and entrepreneurial spirit.
Chander Mohan Sethi, Chairman & Managing Director says, “Reckitt Benckiser’s culture is very different to most organisations. We only suit people who like freedom to act, a fast pace, enough exposure to make their mark and who are deeply commercial and agile. We offer a heart thumping place to work, and that’s not for everyone, but for the 20% who would love us, they need to know who we are.”
The campaign will be primarily on-line and on-campus. Covering nine markets across all continents, the campaign will see Reckitt Benckiser using gaming technology on mobile and internet to reach people. This follows on from their highly successful “poweRBrands” game launched last year which enabled players to go into a consumer goods company and rise to become global president. The campaign will also engage with student, professional and sports communities online and offline. Reckitt Benckiser will also deploy its brands Durex, Clearasil, Veet and others to connect with people and deliver engaging campaigns on campus.
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Reckitt Benckiser in India runs an annual special case study competition amongst the leading Business Schools of the country. This competition is organized in partnership with The Marketing Club of leading B schools. With the aim to bring learning out of the classroom and spread the marketing fever through out the campus a case study is formulated with the Reckitt Benckiser team as per the live problem statement given by RB.
The ten markets are Australia, Brazil, France, Germany, India, Italy, Pakistan, Russia, UK and US.