Vanish giveaway aims at mothers

Reckitt Benckiser is using its first free giveaway to back stain removal brand Vanish.

The campaign, which will target Vanish's core audience of mothers, will see more than 500,000 children's frisbees given away with 500mg and 1kg packs of Vanish Oxi Action and Oxi Action Max.

The on-pack promotion has been timed to reach families through the key summer sales period for stain removal products, and will run in all major supermarket chains.

The campaign has been developed by Cake Integrated, the new promotional marketing division of brand entertainment agency Cake.

In June Reckitt Benckiser, whose brands include Dettol, attributed a 6.4% rise in its pre-tax profits to £315m to higher adspend.