German multinational chemical and consumer goods company Henkel, in partnership with WPP Media, has launched a new retailer-led full-funnel commerce strategy for its Bloo toilet cleaning brand. This marks a strategic shift, moving beyond traditional awareness-led campaigns towards a more holistic approach to marketing and brand awareness. The aim is to accelerate sales growth and maximise return on ad spend (ROAS).
Harnessing rich shopper data from leading UK retailers, the campaign features data-driven messages personalised to shopper needs across a diverse media mix, including on-site retail display banners, AV, proximity Digital Out-of-Home (DOOH), Online Video, Social, ITV and retailer-owned platforms.
This tailored approach, says the company, enhances ad recall and purchase propensity, complemented by accompanying in-store assets for a cohesive omnichannel experience, developed by Henkel’s creative agency, Savvy.
Kicking off with Bloo’s popular Power Active range of toilet cleaning blocks, this new approach, says Henkel, ensures consistent brand messaging throughout the entire consumer journey, from initial brand exposure through to point-of-purchase, while prioritising key ‘retail moments’ that influence consideration and conversion.
This campaign initiates Bloo’s 2026 commerce-first strategy – launched to make Bloo’s marketing more ‘connected’ and responsive to consumer shopping habits, particularly through the use of retail media and data analytics. In an increasingly competitive category and against the backdrop of social media trends such as #cleantok, Bloo aims to improve performance and reinvigorate shopper engagement.
The shift in attention
Shifting retail media from the point of purchase to a full-funnel, onsite, offsite and instore model is one of the key scaling trends in retail media today. The shift has been driven by the proliferation of digital platforms – social media, streaming services, ecommerce, gaming and now AI-powered interfaces – each competing to capture and retain fragments of consumer focus throughout the day.
As a result, attention has become highly fragmented, fluid and context-dependent, moving constantly between environments rather than concentrating in a few predictable channels.
This ‘attention economy’ matters to retail media because it changes the basic conditions under which the channel operates. Retail media was built in a world where a shopper came to a retailer’s site or app with relatively clear intent, searched for a product and encountered sponsored listings or display units close to the point of purchase. That logic still works, but it is no longer enough. Attention is now dispersed across social feeds, streaming TV, podcasts, gaming, messaging, retail apps, physical stores and, increasingly, AI-led discovery tools.
For retail media, the touchpoints continue to span the usual three broad zones: onsite, offsite and in-store. The strategic question now is no longer whether all three matter, it is how to connect them so that retail media becomes an omnichannel layer of influence, rather than a set of isolated placements.
By placing retail media at the core of its strategy, Bloo aligns media, data and point-of-sale activation, creating a seamless path from awareness to purchase. Developed collaboratively with WPP Media, the approach is underpinned by a connected retail media system that uses shopper data and closed-loop measurement to drive both incremental sales and long-term value.
Efficient workflow and campaign execution are managed within Henkel’s dedicated environment in WPP’s AI-powered marketing platform WPP Open, integrating end-to-end planning and optimisation, providing visibility among key stakeholders and empowering Henkel to deliver highly personalised and relevant messaging at scale, underpinned by a bespoke, holistic measurement framework.
Mike Hyman, Senior Media Manager UKI & Nordics from Henkel says: “This campaign marks an important step forward for Bloo as we evolve towards a more connected, commerce-first approach. By placing retail media at the heart of our strategy and working closely with WPP Media we’re able to better connect brand-building with sales activation ensuring we reach shoppers in more relevant and impactful ways.”
Jennifer Manning, Managing Partner at WPP Media’s Wavemaker adds: “Retail media is transforming how brands connect with shoppers and this campaign for Henkel Bloo is a clear example of that shift in action. By bringing together data, media and retail partners, we’re able to reach consumers at key decision-making moments and create a more seamless journey from awareness through to purchase.”
