Reckitt Benckiser plays easy to get

24 Oct,2011

By A Correspondent

Global consumer products giant Reckitt Benckiser (RB), parent of Clearasil, Durex, Dettol, Harpic, Lizol, Veet, Mortein and other iconic brands, announced the launch of a collection of fun and easy-to-play online and mobile minigames called crazieRBrands. These games are available on and players have the opportunity to win an exciting and unforgettable trip for two, worth nearly £8,000, to one of eight amazing destinations worldwide – including New York, Cape Town, Bangkok, Barcelona, Switzerland, Iceland, Brazil or India.

The selection of eight minigames in the crazieRBrands suite includes fast action and memory games presented by some of RB’s most famous Powerbrands. The Veet game lends an air of humour to the leg-waxing task and even cleaning a toilet bowl is rendered fun when playing the Lizol game.  Each of the crazieRBrands games rewards the player with the sense of achievement that comes with being at the top of their mental game – in addition to the potential to win an exciting trip for two.

The online and mobile crazieRBrands games are designed to raise awareness of RB’s corporate brand among students and graduates early in their career, by improving recall of the RB brand and tying it back to its iconic, innovative Powerbrands such as Dettol, Harpic, Veet, Lizol, Durex and Clearasil. The games aim at further increasing the recall with the RB Brand.

The crazieRBrands suite of games is available on iPhone and Android, aimed at the target demographic, of which roughly 70 percent owns a smartphone, and 81 percent plays mobile games on a weekly basis.

Mr Chander Mohan Sethi, Regional Director – South Asia, Chairman and Managing Director Reckitt Benckiser (India) Ltd, said.  “We have a unique culture that’s most suitable for young professionals who enjoy quick decision-making, coupled with a fast-paced and agile environment. To continue our rapid growth we are always looking for innovative ways to make ourselves better known among the next generation of managers. These games are a great idea to help people make the connection with RB and the speed at which our business operates.”

The crazierBRands games and mobile app have been developed in partnership with The Workroom and social media agency TAMBA.

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