News: Homecare

P&G boosts home care portfolio with new Flash Ultra range
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Flash Ultra Power is a new premium range of surface cleaning products

Flash, a leading homecare brand from P&G, has added a new premium range to its collection of surface cleaning products - Flash Ultra Power. Available in grocery multiples and convenience stores now.  

The collection comes in three scents (Lemon, Fresh and Blossom & Breeze) and can be found in a variety of formats -  wipes, a handheld spray, multi-surface cleaner and as a ‘Magic Eraser’ marks & stains remover.

Developed to offer superior performance and versatility, the Flash Ultra Power range uses new extra strength cleaning technology to remove up to 100% of tough dirt, grease and grime. P&G has introduced a bold new dark blue look for the Ultra Power range that ensures it stands out on shelf. It maintains the brand’s distinctive look and feel yet differentiates itself from the rest of the Flash portfolio as a more premium range.

Patrick Megarry, Homecare Brand Manager, at P&G, said: “We’re supporting the launch via a multi-million-pound campaign with the aim of driving further category growth.  What’s more, we know people want to spend less time cleaning their homes and using the best products can help speed up this process.  This new extra power range raises the bar in surface care providing better cleaning power than before.

“By developing both sprays and wipes in this new premium collection, we hope to encourage bigger basket spend. Retailers should make sure they are positioning Flash Ultra Power alongside our core selection of surface cleaners. Our ShelfHelp website provides planograms to demonstrate how best to display and encourage multi-buys of Flash as well as other helpful tips and advice.”

The launch will be supported with a TV campaign featuring the well-loved Flash Dog running until May 2018, alongside high impact POS (FSUs, Shelf Trays and Shelf Frames).

Flash Ultra sprays are available from £3 (500ml) and wipes are available from £3 (45 packs) and £4 (72 packs).

 

  •  By By ShelfHelp UK
  •  28/03/2018
  •  Flash,Flash Ultra

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