PARSIPPANY, N.J.: Consumer products company Reckitt Benckiser (RB) has launched a multi-country, multimillion dollar campaign to raise awareness of its corporate name among recent graduates.
Caroline Hey, RB's communications manager said, to date, all of its marketing investment has been focused on promoting its 19 brands, which include Clearasil, Durex, and Lysol. She said that's reflected in the fact that when RB recruits at campuses, students don't recognize the company name, even though they know and use many of its brands
“When it comes to attracting talent, we've come to the realization that [the RB name] needs to be known,” Hey said. “We are a great company with a unique culture that is truly merit driven, which is great but if no one knows about us we can't offer them the opportunity. So this is really about making the cream of the crop aware that they need to come here and work for us.”
Beyond a straightforward recruitment effort, Hey said the new campaign aims to build “broad-based awareness” among college students. The campaign includes on-campus activities and the launch of a game, which can be played online and through a mobile app.
The game builds on the success of its PoweRBrands game, which launched last year on its Facebook page and enables players to rise through the ranks of a fast-moving consumer goods company. “It enables [players] to experience what it is like to work here,” said Hey.
To reach the student population on campus, RB is running a number of product promotions, particularly around condom brand Durex, which it purchased last year. During "Greek Week," for instance, it will hand out Durex products to students.
“We have some campus brand managers in the US, and they'll also be doing outreach to radio stations and newspapers,” said Hey. RB will also conduct outreach to student communities online and offline.
Porter Novelli is providing national PR support.