No Spill Parozone, which contains a safety valve on the bottles to prevent leaks and spillages, will go on sale at the end of this month. The launch is being backed by a £1.5m TV campaign created by WARL Change Behaviour, which breaks this spring.
The ads will be the first work WARL has created for Jeyes since it won the Parozone and Bloo toilet cleaner advertising business last year (Marketing, 2 September 2005).
According to Jeyes, the No Spill variant is the first product to address consumer fears about the dangers of spillages associated with handling bleach. It also claims that the safety valve, which it has patented, is unique in the market.
Priced 84p, No Spill will be available in all five existing Parozone bleach fragrances: Original, Alpine, Citrus, Pink and Lavender.
Other Jeyes products include Jeyes Fluid disinfectant, the Kleen Off range of household cleaning products and cleansing wipes Quickies and Wet Ones.
Jeyes has a 7% share of the liquid bleach sector, according to Mintel.
The market leader is Unilever's Domestos, which dominates with a 37% share.
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