Dr Beckmann Rescue Oven Cleaner

Millie Robinson

Mr Muscle dominates the oven-cleaning market. Part of the SC Johnson portfolio, it is supported by spend of £3m for the Mr Muscle range: 98% awareness and 43% household penetration is the result.
Agency: Cheetham Bell JWTAuthor: Millie Robinson

 Bronze award

Acdoco

Dr Beckmann Rescue Oven Cleaner

Oven Cleaning Yuck!

Streaming eyes, burning fumes, kitchen out of commission for the whole day. When was the last time you did yours?[1]

Late 1997 ACDOCO launched Dr Beckmann Rescue, a new type of oven cleaner noncaustic and no nasty smell, in theory the answer to the problem. (Figure 1)

But, after 18 months it was not making any impact[2]it was up against a competitor that, despite its obvious weaknesses, was so synonymous with oven cleaning that it...

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