One of the points about Reckitt is its collection of funny names – most notably Cillit Bang cleaner – and the Reckitt comes from British food company Reckitt & Colman which merged with Dutch detergent firm Benckiser decades ago.
Since then it’s ceased to be a food company (although it owns French’s mustard in the US) and detergents no longer play a major role. Now it’s cleaners, OTC pharmaceuticals after buying Boots’ Strepsils brand among others and, most recently, condoms with its agreed £2.54bn bid to buy Durex maker SSL.
Now it’s running a TV campaign in the US allegedly to persuade employees and potential recruits like students to think of the company as RB. Presumably it thinks old fuddy duddies who still call it Reckitt will get the message in the end.
No doubt they will. But it’s interesting that a company that has successfully taken on giants like Procter & Gamble and Unilever can’t persuade the world to call it by the right name.
RB just doesn’t hack it somehow.