Reckitt Benckiser's Powerbrands Games Gone Wild!

PARSIPPANY, N.J., Oct. 19, 2011 /PRNewswire/ -- Reckitt Benckiser (RB), the leading global household, health and personal care company (with U.S. headquarters in Parsippany, NJ) and parent of Clearasil, Durex, Lysol, Woolite and other iconic brands, today announced the launch of a collection of fun and easy-to-play mobile and online minigames called crazieRBrands.  These games are available on www.RB.com and players have the opportunity to win an exciting and unforgettable trip for two, worth nearly $13,000, to one of eight amazing destinations worldwide – including New York, Cape Town, Bangkok, Geneva, Barcelona, Iceland, Brazil or India.

The selection of eight minigames in the crazieRBrands suite includes fast action and memory games presented by some of RB's most famous Powerbrands.  The Veet game lends an air of humor to the leg-waxing task; and cleaning a toilet bowl is rendered fun when playing the Lysol game.  Each of the crazieRBrands games rewards the player with the sense of achievement that comes with being at the top of their mental game – in addition to the potential to win an exciting trip for two.

RB is an enormous global force in the FMCG (fast moving consumer goods) space, and is known for its innovation and market-beating financial performance.  However, RB's corporate identity enjoys a lower awareness in the United States.  The online and mobile crazieRBrands games are designed to raise awareness of RB's corporate brand among the college, MBA, and early careerist demographic – by improving recall of the RB brand and tying it back to its iconic, innovative Powerbrands such as Lysol, Durex and Clearasil.  

RB continues to enhance its online and mobile gaming platforms due to the games' success to-date as a fun and informal way to engage graduates and early-careerists with the RB corporate brand.

The crazieRBrands suite of games is available on iPhone and Android, putting RB squarely in the sweet-spot of its target demographic.  Indeed, roughly 70% of this young careerist demographic owns a smart phone, and 81% of them play mobile games on a weekly basis.

The games are available on www.rb.com/crazierbrands and are supported by a social media seeding strategy which targets relevant gaming portals, news groups and communities.  In order to start playing and enter to win the amazing global adventure, participants simply need to leave their score on the leaderboard and enter themselves into the prize draw.

Rob de Groot, Executive Vice President of North America and Australia at RB, remarks:  "RB has a unique culture that's most suitable for young professionals who enjoy quick decision making, coupled with a fast-paced and agile environment. To continue our rapid growth we are always looking for innovative ways to make ourselves better known among the next generation of managers."

The crazieRBrands games and mobile app have been developed in partnership with The Workroom and social media agency TAMBA.

For further information:
Sabrina Michaeli
Porter Novelli
212-601-8163
[email protected]

About RB

Reckitt Benckiser (RB) is a world leader in household, health and personal care.

It is a FTSE top 25 company and since 2000 net revenues have doubled and the market cap has quadrupled.  Today it is the global No 1 or No 2 in the majority of its fast-growing categories, driven by an exceptional rate of innovation – typically about a third of net revenue comes from innovations launched in the prior 3 years. It has a strong portfolio led by 19 global powerbrands which are: Finish, Lysol, Dettol, Vanish, Woolite, Durex, Calgon, Airwick, Harpic, Bang, Mortein, Veet, Nurofen, Clearasil, Strepsils Gaviscon, Mucinex, Scholl and French's, and they account for 69% of net revenue.

RB people are at the heart of the company's success. They have an intense drive for progress and action and a desire to outperform wherever they focus, including in CSR, where the company has the most ambitious corporate responsibility program in the industry through its Carbon 20 initiative.

Headquartered in the United Kingdom, the company employs about 27,000 people worldwide, with operations in over 60 countries and sales in almost 200 countries.

For more information visit RB.COM

About The Workroom – www.workroom.co.uk

The Workroom is an award-winning strategic branding consultancy. The agency has been in business since 1990 working on brand positioning, identity creation, marketing and communications campaigns, websites and digital communications.

About TAMBA – www.tamba.co.uk

TAMBA is a multi-award-winning viral, social media and digital marketing agency. TAMBA recently won the Digital Strategy category in The Drum Marketing Awards 2010 and has previously won an NMA Effectiveness Award and a Y Design Award at the London Design Festival.

SOURCE Reckitt Benckiser

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