Reckitt Benckiser revamps Mr Sheen

Reckitt Benckiser: launches Mr Sheen Express Mist household cleaner
Reckitt Benckiser: launches Mr Sheen Express Mist household cleaner

Mr Sheen, the 60-year-old household cleaning product owned by Reckitt Benckiser (RB), has been revamped with a "clean modern look" and is introducing a new polish to its range.

The brand has retained the flying Mr Sheen character, which was voiced by Willie Rushton in the original TV ad, across its range.

The new product, Mr Sheen Express Mist, claims to clean and dust all home surfaces, including modern furniture, by producing a fine, light mist that does not require buffing.

It will be sold in two variants – Spring Meadow and Original.

RB has not confirmed any imminent marketing activity for the brand.

In February, RB posted a 13% lift in pre-tax profits from £1.89m to £2.45bn in its full-year results for 2010, attributing the positive performance partly to marketing activity.

Bart Brecht, former chief executive, RB, previously said: "For 2011, we are aiming for another year of above-industry-average growth."

Brecht announced his resignation from in April, after holding the role of chief executive of RB for 12 years. Marketer Rakesh Kapoor will take over the role on 1 September.

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