Reckitt Benckiser has started 2008 with a major push on its household brands, taking no fewer than three spots in the top five household category chart last weekend.

Air Wick clinched first place with 25% of activity, primarily focused on the Air Wick Freshmatic range, which was on featured space promotion in Asda, Sainsbury's and Somerfield, all using the save mechanic on gondola ends.

SC Johnson's Mr Muscle secured second place, one point behind with 24% of activity. The range was available in Asda with save and Morrisons with extra-free, with gondola ends used.

Third place was shared by Kimberly-Clark's Andrex and Reckitt Benckiser's Dettol with a 18% share of promotional activity each.

Andrex featured in Asda, Morrisons and Somerfield with a range of secondary space and promotional mechanics. Gondola end, pallet and ladder rack space were allocated for save, x-for-y and extra-free offers.

Dettol was only available on featured space promotion in Morrisons using the save mechanic on gondola ends. However the brand was available in several locations within the retailer's stores.

The final Reckitt Benckiser brand to reach the top five chart in fifth place with 15% of promotional space was Harpic, which featured in two retailers. Morrisons had the brand on gondola ends with save and Somerfield used x-for-y on both gondola end space and ladder racks.

It's early days for all categories in the 2008 year-to-date chart, but Air Wick and Mr Muscle share joint first place with 24% each. P&G's Bold holds third place with 22%. Unilever's Persil is in fourth place with 18% and the Georgia Pacific's Lotus range takes the last place with 12% of activity.

Last year, Persil led the overall household chart with a 29%% share of promotional activity, up six base points on 2006. It also increased its lead over the second place brand by seven percentage points to nine.

Focus on Household p43

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