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Clearasil Spearheads Reckitt’s Foray Onto Internet

April 6, 2009: 03:31 AM EST
Clearasil is the first brand out of the blocks for Reckitt Benckiser as it begins its strategy to move $20 million from television advertising onto the internet. Working with Alloy Media + Marketing, the maker of the world’s second-ranked acne treatment brand is using Teen.com in a mix of interactive Web videos and rich media to engage its teenage market. The adverts, positioned in video clips and in-banner game units, allow teens to interact with the story line. The technology targets each user a specific number of times, making it possible to measure the campaign’s effectiveness. Market research company comScore ranked Teen.com, which has more than 20 million online users, as the top online teen site in February. Reckitt Benckiser is gradually boosting its spend on Clearasil. Web spending is up from a few hundred thousand dollars to “millions”, and overall spending rose from $14 million in 2007 to $15 million in 2008.
Elaine Wong , "Why Clearasil Sees a Blemish-Free Future Online", Brandweek, April 06, 2009, © Nielsen Business Media
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