Reckitt is a British multinational consumer goods company, operating in over 60 countries. Selling around 30 million products daily, it is a leader in consumer health and hygiene and is known for its portfolio of household names which includes brands such as Dettol, Lysol, Harpic, Finish, Vanish, Nurofen, and Durex, to name a few.
Reckitt's Challenge
In February 2020, Reckitt initiated a corporate rebrand, transitioning from ‘RB’ to ‘Reckitt’ as part of a broader strategy to align with a new corporate purpose. With increasing visibility of corporate brands through digital channels, there was a need to present a more unified and authentic identity to consumers and stakeholders alike.
However, with a lean brand team and limited internal capacity, Reckitt faced a significant operational challenge: how to deliver a global rebrand efficiently, with minimal business disruption. The scale and complexity of the change required expert coordination, stakeholder engagement, and detailed planning. VIM Group was brought in as a strategic implementation partner to co-lead the Project Management Office (PMO) and ensure seamless delivery across the organisation.
Our Solution
Strategic brand impact assessment
VIM began by conducting a detailed Impact Analysis to identify the organisational, financial, and branded asset implications of the rebrand. Through stakeholder interviews and deep operational insight, we shaped a three-year implementation strategy that optimised resource usage by aligning the rollout with existing asset replacement cycles, reducing unnecessary costs and waste in the process. This assessment formed the financial and strategic foundation that secured board-level approval.
Integrated brand change management:
Upon project approval, VIM embedded itself across Reckitt’s internal workstreams to provide hands-on support and subject-matter expertise. We established and co-led a robust PMO that ensured progress tracking, issue resolution, and cross-functional collaboration across IT & Digital, Facilities, Product, HR, and Legal. Our presence allowed Reckitt’s internal teams to remain focused on core responsibilities while we removed bottlenecks, maintained alignment, and protected timelines and budgets.
Global physical rebrand coordination:
We assisted the full execution of the brand change across offices, labs, and warehouse environments worldwide. By coordinating local implementations with global consistency, we minimised operational disruption and maximised brand cohesion across Reckitt’s physical footprint.
Finance partnership and cost transparency:
VIM took an active role in financial governance throughout the project. Working closely with Reckitt’s Finance team, we introduced tools and reporting processes that gave stakeholders full visibility of costs, enabling smarter budget decisions and preventing overruns.
Brand Helpdesk to streamline adoption:
Recognising the flood of brand-related queries during rollout, VIM implemented a dedicated Brand Helpdesk. This service became a frontline support system that could resolve questions quickly, escalating complex issues efficiently, and removing the administrative burden from Reckitt’s brand team.
Federica Di Persio, Former Head of Corporate Brand & Collateral
The Results
Reckitt's rebrand was more than a name change - it was a strategic repositioning to align its corporate identity with its consumer purpose and global reputation. It marked a move toward clarity, heritage, and purpose in how the company presents itself to the world.
VIM Group’s structured, resource-sensitive approach ensured Reckitt’s rebrand was executed at scale, and without compromising daily operations or overstretching internal teams. Notable project outcomes included:
Migration of over 40,000 employees and 29,000 shared mailboxes/distribution lists to the new Reckitt brand identity across digital systems and SSO accounts.
Full rebrand of 50+ facilities globally, delivered on schedule and within budget.
Update of thousands of product artworks, aligned with brand rollout timelines.
Registration of 300+ trademarks and 100+ domain names, protecting these brand assets for the future.
We also helped reorganise Reckitt’s internal Brand Library, reclassifying and tagging assets to improve discoverability and reduce time spent searching. This saved hundreds of internal hours and improved workflow efficiency. Enhancements to the portal, such as new interactive brand guidelines, boosted usability and adoption, resulting in 34,000+ monthly logins and further embedding the new brand across the organisation.
50+
Sites Fully Rebranded
300+
Trademarks Protected
Library
UX Upgrade & Structure
