Creation of Brasso Gadget Care

• Initiative of Reckitt Benckiser UK first year graduate marketer – James Rothwell, recognising an opportunity and taking the project from conception to consumer: concept, research, sourcing of product, identifying optimum channel strategy, making the business case, creating a unique identity and product persona, identifying core target and optimum launch support within the constraints of limited budget

• First NPD for Brasso brand for 110 years

• Taking the Brasso brand into new markets and distribution channels – Comet, HMV, Amazon as well as major supermarkets

• From ‘idea’ to store - in 10 months

• Launch support primarily via digital – website: www.brasso.co.uk yahoo, spotify, facebook; lifestyle ads – Stuff/T3

• Creation of Brasso ‘Gadget Granny’ – videos on website and vimeo: http://www.vimeo.com/brasso 

Support information – Brasso Gadgetcare CIM Marketing Excellence Awards 2010

Category: Marketing Newcomer of the Year

All about plasma

screen-wipes.co.uk Auto Express

India times Octane

paid content Stuff

Gizmo Endgadget

gadgetcleaning blog GoMo News

Marketingmagazine.co.uk Play

Brand Republic Twitter

Metro Pitch

Metro.co.uk The Grocer

Daily Express Marketing Week

The Sun

Talking Retail

Grocery trader

Initial coverage

Examples of coverage

Extensive online coverage and reviews

Confirmed coverage:

Ashford AdvertiserBMW CarCapitalCity LifeCompass MagazineDaily MirrorExecutive TravellerGatewayGeekanoidsGet AwayGlasgow Evening TimesHome Cinema ChoiceHouse BeautifulIdeal HomeMy WeeklyPractical ParentingReal HomesRosie Goes ShoppingSouth Wales Evening PostSmartphone EssentialsSunday MirrorWestern MailWhat Hi-Fi?Woman and HomeWorcester News

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