LYSOL® Mission for Health Campaign Launches

Reckitt Benckiser's New Marketing and Advertising Campaign for its LYSOL® Powerbrand Seeks to Elevate The Brand's Role in Moms' Hearts and Minds

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LYSOL

Sep 08, 2010, 08:00 ET

PARSIPPANY, N.J., Sept. 8 /PRNewswire/ -- This week, Reckitt Benckiser unveiled its new Lysol Mission for Health campaign, which was created to reinforce the iconic brand's commitment to mom and her family. Through the Lysol Mission for Health campaign, the brand will take an active role in championing health, making a difference when and where it is needed the most. The campaign will focus on three areas – new motherhood, schools and disaster relief – all designed to help support moms in their daily efforts to keep their families and communities healthy.

"Backed by our expertise in hygiene and killing germs, LYSOL has been a trusted brand in creating healthy homes for more than 100 years. We're committed to making a difference, both at home and throughout the community," says Ross Ullman, Marketing Director, LYSOL. "Health matters to all of us and our new campaign aims to go beyond the functional benefits of the brand to demonstrate our commitment to mom and to her family."

The Lysol Mission for Health campaign seeks to promote healthy habits through three strategic pillars. Program elements include:

New Moms: First-time moms will be provided with educational resources about how to keep mom and infant healthy with information available at OBGYN offices, pediatrician offices, on www.lysol.com/missionforhealth and other online communities.
Schools: LYSOL is empowering schools, through a program endorsed by a leading pediatrician, to teach healthy habits to children and increase school attendance through the Lysol Blue Ribbon School Attendance Challenge that rewards schools for low absenteeism.
Disaster Relief: LYSOL has partnered with Save the Children, a non-profit humanitarian and disaster relief organization to support the needs of children and their families whose health and safety are affected by disasters.

The multifaceted marketing campaign includes new online, television and print advertising, created by Euro RSCG New York. It also includes a re-designed website and the brand's first ever social marketing effort, including a Facebook fan page and YouTube channel. To arm moms with information to help keep her family healthy, the brand website will feature live video forums hosted by health experts as well as the ability to submit health questions to a reputable pediatrician. The brand identity is unified across all executions with an iconic blue ribbon originating from the script of the LYSOL logo. The ribbon is reminiscent of the warmth of a mom's handwriting or the assurance of a doctor's signature, and flows continuously to represent the brand's ongoing mission.

"We're proud to partner with LYSOL on the new Lysol Mission for Health program," said Pete Zillig, Co-CEO of Euro RSCG New York. "The campaign's three pillars create a great opportunity for us to develop work that lives up to this bold new initiative, by creating rich emotional experiences with our target, moms."

The television spots began on September 6th, while print and digital ads will begin appearing on September 10th in high-profile outlets including People and Ladies' Home Journal. Online ads will appear on sites such as School Family, PTO Today, Baby Center and Circle of Moms.

The Lysol Mission for Health is a revolutionary campaign and further reinforces the brand's commitment to moms to help protect their families through both the products offered and the programs that are implemented.

This new campaign builds upon the success of the recent LYSOL Healthy Touch™ No-Touch Hand Soap system product innovation. As the main driver of growth in the liquid hand soap category, LYSOL is changing the way people wash their hands by eliminating the need to touch a germy soap pump. This product boldly demonstrates the brand's commitment to providing moms with effective everyday solutions.

About LYSOL® / Reckitt Benckiser, Inc.

Reckitt Benckiser is the world leader in household cleaning, (excluding laundry) and has a major presence in health and personal care. The Company is truly global, with over 60 operating companies and over 40 manufacturing facilities worldwide. With sales in 180 countries, the Company employs 22,000 people around the world. Among the Company's leading brands in household are Lysol, the world leader in disinfecting cleaning; Calgonit, Finish and Electrasol; the world leaders in automatic dishwashing; Woolite, world leader in fine fabrics; Vanish and Spray 'n Wash, world leaders in fabric treatment; Mucinex and Delsym, leaders in U.S. cold and cough; and Airwick and Mortein, both leading brands in air care and pest control, respectively. Reckitt Benckiser is headquartered in Slough just outside London and is listed on the London stock exchange. Its North American headquarters is in Parsippany, New Jersey, which is 30 miles West of New York City. With a market capitalization of $40 billion, Reckitt Benckiser ranks among the top 25 UK listed companies. Reckitt Benckiser has annual net revenues of $10 billion.

SOURCE LYSOL