crazieRBrandsReckitt Benckiser is a FTSE25 consumer goods giant responsible for making of the most famous brands in the supermarket, including Veet, Cillit Bang, Durex and Vanish.
Client Objective:In this campaign for RB, we were tasked with encouraging interaction through gaming whilst strengthening the link between Reckitt Benckiser and their famous brands amongst the college, MBA, and early careerist demographic. Roughly 70% of this young careerist demographic owns a smart phone, and 81% of them play mobile games on a weekly basis so a mobile-centric approach was key.
Agency Activity:We created a suite of eight mini-games for RB under the CrazieRBrands title. Each of the crazieRBrands mini-games is a witty play on the properties of eight of RB’s Powerbrands (Harpic, Durex, Clearasil, Air Wick, Dettol/Lysol, Veet, Vanish).
For example, in Cut the Mustard, players fire French’s Mustard at savoury foods flung out by a frantic chef, whilst avoiding the sweet foods; Down the Pan (Harpic) is all about stopping germ characters from dropping into the toilet water; and Hit the Spot (Durex) is all about stimulating your partner in different ways to gain Orgasm-o-meter points. The games were deployed for iPhone/iPad and Android mobile devices, and also distributed online as a suite of Flash games.