The variant will be backed by a dedicated £4m advertising spend, with the bulk being spent on TV advertising. Posters, press, direct mail and point-of-sale activity is also planned around the launch, which is taking a sizeable slice of Domestos' £12m marketing budget for the year.
The variant has a fruity, spicy fragrance to differentiate it in the bleach sector. Its bright pink bottle is intended to create standout on-shelf.
The brand introduced its first TV advertising since the 'Big Bad Dom' advertising of the 80s in May 2003.
The ads, created by Lowe, featured events such as the introduction of the driving test in 1935 and 'O' Levels in 1951 to illustrate instances that caused peoples nerves to fray and necessitated a trip to the toilet.
Lever Faberge introduced a Christmas limited-edition Ice Blast variant in the run-up to the festive period. The latest fragrance will sit alongside current variants Original, Citrus Fresh and Sun Fresh, priced £1.09.
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