CorpComms Magazine

A new campaign targeted at graduates and those starting out on their careers to encourage them to consider the fast moving consumer goods sector (FMCG) has been launched by Air Wick to Windolene group Reckitt Benckiser (RB).

Using channels such as its website, posters, leaflets, QRcode for mobile access and freebie giveaways, the campaign is designed to engage students both online and on campus.

The campaign marks a change in strategy for Reckitt Benckiser which, in the past, has adopted a low profile, preferring its brands, which include household names such as Dettol, Durex and Nurofen, to take centre stage.

The campaign, which was developed by strategic branding consultancy The Workroom and has launched in ten international markets, promotes Reckitt Benckiser as an exciting and dynamic place to work.

Camillo Pane, general manager of Reckitt Benckiser UK, said: 'We offer a heart thumping career and we know that isn't for everyone, but for those who fit the culture and would love us, we need to tell them we are here.'

The campaign includes some 'rather cheeky' campaigns, using some of their better known brands, targeted at students and sporting communities on campus, with tongue-in-cheek billboards supplanting the Durex logo with the words 'Go for the thrill' and free Durex condoms in packaging proclaiming 'Stimulate your career'.

Pane added: 'Reckitt Benckiser's culture is different to most organisations. We are not only truly global - but also entrepreneurial, offering challenging and stretching opportunities at every level.'

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