Henkel sets $15M launch for cleanser

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[Duesseldorf] Henkel is entering the hard surface cleaner market with the pan-European launch of Bref Power Cleanser in an estimated $15 million TV, print and promotional campaign breaking this month by Omnicom Group's TBWA, Duesseldorf, one of Henkel's international agency networks. Carat, Duesseldorf, handles media. Bref is billed as a cleanser strong enough to tackle rust and calcium deposits, and competes with rival Reckitt Benckiser's Cillit Bang, introduced only in Germany and Eastern Europe in March 2004 backed by TV spots by WPP Group's J.Walter Thompson, Frankfurt.
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