Henkel enlists WPP Media on launch of full-funnel commerce strategy for company's Bloo brand

Henkel, in partnership with WPP Media, has launched a new retail media strategy for its Bloo toilet cleaning brand.

Harnessing shopper data from UK retailers, the campaign features messages personalised to shopper needs across a media mix that includes on-site retail display banners, AV, proximity digital out-of-home (DOOH), online video, social, ITV and retailer owned platforms.

This is complemented by accompanying in-store assets for an omnichannel experience, developed by Henkel’s creative agency, Savvy. It kicks off with Bloo’s ‘Power Active’ range.

Mike Hyman, Senior Media Manager UKI & Nordics at 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, says: “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.”

2026 RTIH Innovation Awards

Retail media will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.