Reckitt Tone of Voice — Purposeful & Protective

Tagline: "Fight for access to the highest quality hygiene, wellness and nourishment"

Industry: Consumer Goods

Sector: Consumer Goods

How Reckitt Communicates

Reckitt ties its health and hygiene brands to a mission of protecting people. Its tagline frames the company around fighting for access to quality hygiene, wellness, and nourishment — purposeful, protective, global. The voice is hygiene-championing and earnest, selling everyday products as part of a bigger campaign for a healthier, cleaner world.

Tone Words

Reckitt's brand voice is defined by the following tone words: Purposeful, Protective, Global.

Communication Style

Language Style: Hygiene-championing
Sentence Type: Statement
Tense: Present
Expression: Straightforward

Reckitt Brand Story

Reckitt is a British multinational behind brands like Lysol, Dettol, and Durex.

Brand Message

Protecting people's health and hygiene globally

Brand Mission

To protect, heal and nurture in the pursuit of a cleaner, healthier world

Brand Positioning

Core Concept: Health Protection

Central Tension: Global vs. Local

About Reckitt

Reckitt, officially Reckitt Benckiser Group PLC, is a British multinational consumer goods company headquartered in Slough, United Kingdom. It manufactures health, hygiene, and nutrition products. Reckitt's brands include the antiseptic brand Dettol, the analgesic Disprin, the sore throat medicine Strepsils, the toilet cleaner Harpic, the hair removal brand Veet, the immune support supplement Airborne, the Australian insecticide brand Mortein, the indigestion remedy Gaviscon, the baby food brand Mead Johnson, the air freshener Air Wick, and other brands and products like: Calgon, Clearasil, Cillit Bang, Durex, Lysol, Mycil, Enfamil, and Vanish. The company was formed in 1999 by the merger of British company Reckitt & Colman plc and Dutch company Benckiser N.V. Following the merger, the company was known as Reckitt Benckiser until 2021.

Frequently Asked Questions About Reckitt

What is Reckitt's tone of voice?

Reckitt uses a purposeful, protective, global tone of voice. Their communication is hygiene-championing, typically using statement-style sentences in the present tense. Their tagline "Fight for access to the highest quality hygiene, wellness and nourishment" exemplifies this voice.

What is Reckitt's brand message?

Reckitt's core message: Protecting people's health and hygiene globally Their mission: To protect, heal and nurture in the pursuit of a cleaner, healthier world

What is Reckitt's slogan?

Reckitt's slogan is "Fight for access to the highest quality hygiene, wellness and nourishment". It carries their purposeful, protective, global voice.

What is Reckitt's mission?

Reckitt's mission: To protect, heal and nurture in the pursuit of a cleaner, healthier world

What makes Reckitt's brand voice unique?

Reckitt stands out through their purposeful, protective, global communication style. Their central brand tension, "Global vs. Local", shapes how they communicate across the Consumer Goods sector.

What language style does Reckitt use?

Reckitt uses hygiene-championing language, with straightforward messaging, in statement-style sentences, using the present tense.