Social Commerce

Nuclear Waste Cleaner Goes on Sale on Facebook [Screenshots]

How do you clean up a plutonium stain?

Well, according to the Nuclear Decomissioning Authority Team in the UK use Cillit Bang (the popular household cleaner from consumer products manufacturer Reckitt Benckiser (Easy-Off BAM in the US)).  Apparently it works wondrously.

So it’s good news for all nuclear waste cleaners that a brand new multi-use version of Cillit Bang – that also washes dishes and surfaces, as well as plutonium – has just gone on sale exclusively on a popup fan-store in Facebook.

For some, selling in Facebook popup shops remains as unbelievable as using household cleaners to clean nuclear power plants – but both are happening.  And, Stefan Gaa, marketing director at RB UK, gets f-commerce – adopting a “Facebook-first strategy” by launching the new product exclusively on Facebook before it’s available elsewhere – in order to activate advocacy and drive loyalty of brand users.

“We are very excited about the launch of Cillit Bang All in 1 Dish and Surface through Facebook. The F-commerce DTC model allows us to interact intimately with our target market, getting almost instant feedback and means that we can tailor the facebook page and our offers and competitions quickly and precisely.

This is a first and we will be monitoring it very closely. It is a serious pilot with a strong brand and we have taken extraordinary care to ensure the fastest and most hassle free service for consumers. Cillit Bang All in 1 Dish & Surface is a very new concept – the combination of hand dishwash and surface cleaner is unique, and the Cillit Bang persona – that of a bold, no-nonsense brand, makes it the perfect product to test this particular retail model.

Cillit Bang Dish & Surface is a totally 100% online launch, available only via Facebook supported with significant marketing commitment, with advertising via social media, competitions and games – all in the digital space.

RB prides itself on trying new stuff and this Facebook activity is another example of the company trying to push boundaries and try things out.

In the end a business is about sales so to make it viable, you need to make sales but the beauty of social commerce is you’re putting commerce into people’s homes and bringing products to an environment consumers are already spending a lot of time.”

The appeal of Facebook commerce for big consumer brand manufacturers such as Reckitt Benckiser, Unilever and P&G, is clear.  Understanding consumers means understanding consumers as shoppers – at the ultimate moment of truth – when they actually buy the product.  Unfortunately, brands often have their hands tied here because selling direct to consumers is politically sensitive – it risks upsetting traditional retail channels.  Popup shops in Facebook offer these brands an elegant solution –  they activate brand advocacy and drive shoppers into stores (good for retailers), drive brand loyalty among fans (good for the brand) and improve consumer understanding (good for retailers and the brand).  In other words, no traditional retailer gets harmed in the making of a popup Facebook fan-store.

Sure, for success, the Cillit Bang pre-launch pop-up fan store will need marketing support to deliver on advocacy, loyalty and learning (the FB page currently only has 12K fans – but the new line will be promoted by the twin brother of celebrity brand spokesperson Barry Scott (Harry (below)).

But Reckitt Benckiser’s fan-first f-commerce move is smart.

Celebrity brand spokespersons for Cillit Bang – twin brothers – Barry and Harry Scott


Chartered psychologist specialising in consumer behaviour, wellbeing and technology. Certified CX professional experienced in Design Thinking. A researcher, writer and speaker, Paul is head of Digital Insight at SYZYGY.

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