Henkel and TBWA/Italy invent a boy band to plug flushing the loo – there’s an idea X-Factor!

Henkel’s Bref Power Active 4-in-1 Toilet Power Balls (yes it’s just one product, to flush the lavatory) has invented its own boy band courtesy of TBWA/Italy. Balls Dream Band no less.

All very nice too, if that’s your thing.

Two more things: why is it necessary to give mundane products long and complicated names? Are consumers so stupid that they think it means better? And why doesn’t Henkel put the X-Factor out of its ratings misery by buying it outright from Simon Cowell and ITV?

At least it could say that going down the toilet was part of the plan.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.