Benckiser Consumer Products is relaunching its Scrub Free bathroom cleaner into task-specific products such as a new mildew and soap scum remover. It is also revamping the packaging and moving to value pricing for the brand. Benckiser is looking to rejuvenate the stagnant $325 million category and reverse erosion in the brand's share over the past five years, said Jeff Boley, group marketing manager for Benckiser. Margeotes/Fertitta & Partners, New York, handles. Cornerstone Design Associates, New York, designed new packaging.
Copyright December 1996, Crain Communications Inc.