Heart-Thumping career? That’s RB

We kicked off an exciting and rather cheeky multi-channel campaign for RB (formerly Reckitt Benckiser) with an immersive day at a top UK University. The aim? To create brand awareness amongst students and early careerists, and inspire them to choose a heart-thumping career at RB.

RB employer brand campaign – Cillit Bang
RB employer brand campaign student engagement
RB employer brand campaign campus banner

Fast Moving Consumer? Good

FMCG giant RB knows its future growth depends on recruiting enough of the right type of high flyers – people with attitude and entrepreneurial spirit. Research showed high recognition of its brands such as Durex, Veet and Dettol, but there was a serious gap in RB corporate brand awareness. Time to make the connection.

RB employer brand campaign – Durex
RB employer brand campaign – Clearasil
RB employer brand campaign posters
Rb employer brand campus engagement
RB employer brand – Vanish
Rb employer brand badges

Vanish (boring jobs)

Our creative vision takes a witty look at RB’s famous household brands, and uses the campaign message ‘heart-thumping opportunity’ for communications and activities with bold, career-related twists. Trialled at Nottingham University in the UK, the campaign featured head massages (Nurofen) and a fish foot spa (Scholl) alongside an integrated on-campus approach using social media, posters, leaflets, giveaways, and an all-important toilet takeover!

RB employer brand leaflets
RB employer brand Nurofen leaflet
RB employer brand – Dettol

To engage with the global online community we created a mobile app called CrazieRBrands – eight fast-paced, tongue-in-cheek mini-games that feature famous RB Powerbrands such as Face Invaders (Clearasil), Smooth Operator (Veet), It’s a Gas (Harpic), and Cut the Mustard (French’s). And a web enabled social game called UrbAN THRILL – the first digital freerunning game with real Parcours moves inspired by UK professionals – perfectly captured the thrill, energy and high performance of a career at RB.

Rb employer brand – free give-aways

Massive engagement

The trial was so successful it was rolled out across nine global territories, from Australia to Brazil. Massive engagement, including 1.6 million plays of UrbAN THRILL, is driving a new understanding and awareness of what RB has to offer – with a 98% rise in visits to RB’s online jobs board.

RB employer brand head massages
RB employer brand lucky dip
RB employer brand student engagement
We offer a heart-thumping career for those who fit the culture. RB believes that this innovative multi-channel campaign will put us top of mind with those people.
Andraea Dawson-Shepherd SVP Global Corporate Communications & Affairs, RB

RB (Reckitt Benckiser)


Employer brand campaign ‘Heart-Thumping Careers’


Consumer goods


Brand Strategy
Internal Comms
Social Media
Visual Identity

  • Digital Impact Awards:

    Grand Prix
    Gold for Best Digital Communication as Part of an Integrated Campaign

  • CorpComms DigiAwards

    Finalist: Best Integrated Campaign

  • 60%

    growth in overall visits to RB.com

  • 98%

    rise in visits to RB jobs board

  • 1.6m

    UrbAN THRILL plays reach 1.6 million in first year


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