Brands
FMCG major RB rebrands as Reckitt
MUMBAI: British multinational consumer goods major Reckitt Benckiser has rebranded as Reckitt, dropping its previous ‘RB’ visual identity.
In a statement, Reckitt said the redevelopment of its corporate identity is a key milestone in the organisation’s ongoing journey of transformation towards sustainable growth. The new brand identity and iconography is more recognisable and is built on the company’s purpose — to protect, heal and nurture in the relentless pursuit of a cleaner, healthier world, the Dettol maker added.
Reckitt SVP corporate affairs & sustainability Miguel Veiga-Pestana said: “The brand is a visible symbol of our corporate purpose and the change that has been taking place across the business on our journey of transformation. The name reflects the existing widespread usage of Reckitt and is clearer, simpler and more memorable, while retaining positive associations with the company’s heritage.”
From Dettol to Lysol, Nurofen to Durex and Finish to Vanish, Reckitt sells more than 20 million products every day. The new identity will better enable the FMCG giant to communicate its corporate purpose to the world in a way that is powerful, consistent and impactful, added VP internal communications & corporate brand Jo Osborn.
The comprehensive rebrand, including a new visual identity, was created and overseen by Havas’ branding agency Conran Design Group. Rolling out across all of Reckitt’s touchpoints and platforms – internal and external, physical and digital, it comprises a new name and logo with an evolved colour palette. The company’s previous logo that included “RB" gives way to an “R" inside a coil-like ring, in a highly distinctive and recognisable ‘Energy Pink’ hue which is Reckitt’s primary brand colour.
The implementation of the new brand will be delivered over a three-year timeline, using the natural replacement cycles of the business to manage an impactful transition in a cost-effective way.
http://www.reckitt.com/thisisreckitt
Conran Design Group CEO Thom Newton said: “Reckitt has a compelling story to tell. The new Reckitt brand both reflects its 200-year history and provides an active expression of its purpose and ambition. The opportunity to work with the company to redevelop and launch the new brand was an opportunity we relished.”
The present Reckitt Benckiser Group was formed after the merger of Reckitt and Benckiser in 1999. Independently, businesses of the two companies date back to the 1820s—or over 200-years ago.
The move comes as Reckitt benefitted significantly from the pandemic-its home and personal cleaning brands such as Dettol and Harpic reported strong performance in India, gaining both market share and new household penetration.
Brands
UK’s OnlyFans seeks US investor at $3bn valuation after owner’s death
The adult video platform is seeking stability after the death of its billionaire owner
LONDON: OnlyFans is looking for a new partner. The London-based adult video platform is in advanced talks to sell a minority stake of less than 20 per cent to Architect Capital, a San Francisco-based investment firm, in a deal that would value the business at more than $3bn (£2.2bn).
The move is driven by an urgent need for stability. Leonid Radvinsky, the Ukrainian-American billionaire who owned OnlyFans, died of cancer last month at the age of 43, leaving the future of one of Britain’s most profitable privately held businesses suddenly uncertain.
The choice of Architect Capital is not arbitrary. The firm has deep expertise in financial services, which aligns neatly with OnlyFans’ ambitions to offer banking products to its creators, many of whom have long struggled to access basic financial services because of the nature of their work.
The numbers behind OnlyFans are, by any measure, staggering. The platform posted revenues of $1.4bn in the year to 30th November 2024, with a pre-tax profit of $684m, up four per cent on the prior year. Payments to creators totalled $7.2bn over the same period, a rise of nearly ten per cent. Radvinsky personally collected $701m in dividends from the business in 2024 alone, on top of more than $1bn in such payments he had already received. The platform, run through its parent company Felix International, hosts 4.6m creator accounts, with performers keeping 80 per cent of subscription proceeds and the platform pocketing the remaining 20 per cent. It has 377m fan accounts in total.
The current minority stake talks represent a notable scaling back of ambitions. In January, OnlyFans was reported to be in discussions with Architect about selling a majority stake of 60 per cent. Before that, the company had explored a sale to a consortium led by Forest Road Company, a Los Angeles-based investment firm. Neither deal materialised.
OnlyFans has built an enormously lucrative business on content that mainstream finance has long refused to touch. Now, with its owner gone and a $3bn valuation on the table, it is looking for the kind of respectable institutional backing that might finally persuade the banks to take its calls.
