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Reckitt Benckiser: Taking a brand online

Taking a brand online

This Case Study examines the development of Reckitt Benckiser's online marketing strategy for the Clearasil 'Be Yourself [For Real]' campaign. It discusses the concept of the brand and looks at the development of the website as part of the overall Clearasil marketing strategy.

As a result of reading this Case Study students should be able to:

  • Discuss the concept of the brand footprint and its strengths, weaknesses, opportunities and threats
  • Understand why an online strategy was the most effective marketing tool
  • Explain the development process


Although you may not instantly recognise the name Reckitt Benckiser (RB) as one of the world’s leading manufacturers of household, health and personal care products, mention a few of their leading brands and the picture becomes clear.

The brand footprint

Successful marketing of any product can often be measured by how well their brand is remembered by the target audience when they shop.

Developing an online strategy

Developing an online presence as a marketing strategy is essential in the age of the ‘digital kids’.


The “Be Yourself [For Real]” campaign has allowed Clearasil to engage and interact with its core audience on a far superior level than in the past.


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Associated with:
Learning Area(s):
  • Marketing | Market research methods/analysis
  • Marketing | Marketing analysis and segmentation
  • Marketing | Marketing evaluation including use of KPIs
  • Marketing | Product development
  • Marketing | Promotion strategies and their application
From: Edition 5

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