Harpic, Helen Paul In Strategic Partnership For Market Dominance

IN a market where the focus has always been on music or movie stars when it comes to picking brand Ambassadors, delectable comedienne, presenter, singer and actress, Helen Paul-Bamisile has broken the norm.

Recently, she was formally unveiled as the new face of Harpic toilet cleaner, a quality and market-leading product in health, hygiene and home care from the stable of Reckitt Benckiser, Nigeria. She is now poised to anchor different activities for the new Harpic All-in-One Toilet Solution Campaign.

The unveiling of Helen Paul and new Television Commercial (TVC) built around her to flag-off the new campaign took place in Lagos.

Speaking at the event, Reckitt Benckiser’s Marketing Director -West Africa, Mr. Oguzhan Silivrili revealed that the main goal of the new campaign was to enlighten consumers on the superiority of Harpic over traditional toilet cleaning methods.

According to Silivrili, “we know that consumers want products that can remove tough stains, kill germs and freshen their toilets. This is why you see some people buy detergent, bleach and toilet fresheners for their toilets. This campaign is good news to such consumers. They will now realise they can conserve their cash for other things since they don’t need to buy three different products for their toilets. Now, they can get all they need in one product — Harpic.”

Speaking further, Silivrili restated the rationale behind the choice of Helen Paul as Brand Ambassador. His words: “We place strong premium on the importance of educating and informing our consumers so we had to dig deep and based on consumer preferences through research to identify a special celebrity whose character is congruent with our brand. We all will agree that Helen Paul will create great impact in the minds of all our consumers with her double personality profiles that made her the ideal candidate to reach out to different facets of our consumers in this campaign and beyond. In the next few days, Nigerian consumers would be interacting intimately with Harpic as Helen embarks on the Harpic All in One Challenge where she would be putting our traditional toilet cleaning methods to the test to prove Harpic efficacy to our consumer’s through Mystery Home visits as well as other door- to- door activities.”

In her response, Helen Paul expressed her joy for the honour of being engaged as the Harpic Brand Ambassador.

“To have been chosen as the face of Harpic among the galaxy of Stars in Nigeria is humbling and encouraging,” she noted.

She said that she is poised to bring joy to consumers and drive home all the important messages the brand wants to convey in this campaign.

Marketing Manager Harpic, RB West Africa, Bamigbaiye-Elatuyi Omotola also said that in the last few years, Harpic has been in the forefront of educating Nigerians on issues of toilet cleanliness and hygiene.

She further stated that Harpic would not relent on the journey of breakout innovations in toilet cleaning as evident with the recent innovation of Harpic All in One toilet solution.