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Having announced its purpose-led strategy for sustainable growth, multinational consumer goods business RB – home to household names like Dettol, Durex, Vanish and Nurofen – needed to reimagine and relaunch its corporate brand under the new name ‘Reckitt’. This is a story of purpose-led brand transformation delivered at breakneck speed for one of the world’s leading consumer goods companies.

Challenge

Despite the fact that more than 30 million Reckitt products are sold every day, very few consumers knew much (or anything) about the company behind some of their favourite brands. Following the launch of its strategy for sustainable growth, Reckitt wanted to better communicate what the business stood for and make sure its corporate brand was acting as a visible symbol of the next stage of Reckitt’s transformation.

Solution

Reckitt’s new brand platform and narrative helped the business bring its purpose to life and tell its story with greater clarity and consistently. It reveals the value of Reckitt to the world with more confidence, energy and humanity and says: we respond to the challenges of the modern world and recognise the responsibility to protect, heal and nurture.

The R at the heart of the logo stands for unity, strength and relentless pursuit, inspired by Reckitt’s purpose to protect, heal and nurture. It denotes Reckitt’s role in the world as a partner and a catalyst for positive transformation. The symbol’s shell-like quality evokes a sense of protection and acts as a reference to the natural world.

Impact

The new brand generated significant media coverage at launch, including 187k global mentions and 15.1k Twitter mentions. Positive brand sentiment measured at 12%, an increase of 3% prior to launch, and on-the-day website traffic was up by 50%. Since launch, we’ve worked with Reckitt to create numerous signature brand moments in hubs around the world, bringing to life its core purpose to employees, partners and customers.

Reckitt- two women smiling getting ready in a room

Reckitt- woman holding a dog with dettol in the background

A rebrand with purpose.