Jeyes Bloo Acticlean: A fresh Bloo challenge
Jayne Hazlewood and Marcus WilloxJeyes and WARL
A new 'fresh' positioning targeting young women saw Jeyes Bloo Acticlean drive a 6.2% increase in the in-cistern toilet cleaner category with 13.7% growth in its market share.
Jeyes Bloo is a range of toilet cleaners and disinfectants. Among these is Bloo Acticlean, a product that is placed directly into the toilet cistern. Jeyes launched the in-cistern category in the late 1970s with a high spend, tongue-in-cheek television campaign voiced by the actor Kenneth Williams. More recently, in 2000, Bloo Acticlean enjoyed a highly successful...