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Reckitt Benckiser is launching the latest generation of its Finish

brand of dishwashing detergents with a pounds 3m national TV advertising

campaign.

The ads, created by Roose & Partners, with media buying and planning by

BMP Solutions in Media, break on May 21, and run until the end of the

year. The company is also spending pounds 500,000 to pounds 750,000 on

direct marketing activity through TSM and is considering a print

campaign. The product, Finish Powerball 3-in-1 Tabs, is being promoted

as the first to include salt, rinse agent and detergent. It is an update

of a sub-brand that began with Powerball, launched in 1999, and

Powerball 2-in-1, launched in 2000.

With revenues of pounds 139m and a share of over 50%, Finish dominates

the detergent tablets market.