Finish dishwashing tablets showcase Australians’ love of cooking in latest campaign

Australian’s love of cooking is the focus of Reckitt Benckiser’s campaign launching its Finish Dishwashing Tablet range.

The campaign, to run across TV, digital and point of sale, has been created by agency Now Screen which also led the strategy for the launch.

“The Australian Finish team wanted a campaign that was uniquely Australian, and which communicated the special place Finish occupies as one of our favourite and most trusted brands,” said Mardi McConnochie, senior writer at Now Screen.

“We’re very excited to be working with the RB team on such a major launch and leveraging the variety of ways we cook the same meals to demonstrate how well Finish Quantum Ultimate tackles all the tough messes our food adventures leave behind.”

At the campaign’s heart is a celebration of Australia’s love of food, featuring some of the nation’s favourite meals and the millions of different ways each Aussie family prepares them, all of which result in a lot of very messy dishes.


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