Brasso Gadget Care will be launched in October. It will be supported by a yet-to-be unveiled digital marketing push positioning the product as safe to use on a wider range items than the more abrasive core Brasso product.
The consumer-facing campaign marks a change in marketing focus for the 105-year-old metal-polish brand. The Gadget product is designed to clean the materials that make up modern digital devices, such as iPods, laptop computers and mobile phones.
It marks the first occasion that Brasso products have been sold through electrical retailers such as Comet, as well as online via Amazon.
Brasso has previously shied away from brand extensions. Its Gadget Care product was suggested by a first-year graduate marketer at Reckitt Benckiser. The company's marketing director, Stefan Gaa, claimed this is indicative of the "non-hierarchical" structure of the company.
Brasso, which was introduced to the UK in 1905, has a distinctive "sunburst" design on its tin, which has changed only once in the past 100 years. The recipe for the original product – which is made up of polishing powder and soap jelly dispersed in white spirit – has remained unchanged over this period.
The revamp of Brasso follows Reckitt Benckiser's recent £2.5bn acquisition of SSL, which owns condom brand Durex. The company's chief executive, Bart Becht, believes the acquisition will prove a watershed for its health and personal care business.
Reckitt Benckiser has also added footcare brand Scholl to its growing list of "Powerbrands", which includes household products such as Vanish and Dettol.
Separately, the company has announced plans for a £2.5m campaign to promote its Air Wick Christmas collection, using the strapline "Wrap your home in luxury".
The web development and media creatives were carried out by Pollen, with media buyer by ZenithOptimedia.
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