HOUSEHOLD goods giant Reckitt Benckiser today said a major marketing drive paid off after annual profits lifted 23% to £1.89 billion last year.
Reckitt said well-known brands including Nurofen and Strepsils performed strongly after it increased media spending to 11.1% of all revenues.
Easing input prices and cost reduction programmes also helped group profits during a "very good year", according to chief executive Bart Becht.
Although the group has been given a tailwind by the effects of a weaker pound, Reckitt has traded strongly through the downturn and achieved an 8% rise in net revenues at constant exchange rates to £7.75 billion.
Excluding its pharmaceuticals business, the figure rose 6% in 2009 and should increase by 5% in the current financial year, Reckitt said.
Highlights of the year for Reckitt included strong sales of Dettol as swine flu fears caused a surge in demand for anti-bacterial and virus products - helped by the marketing drive as the firm also benefited from cheaper advertising rates during the recession.
Revenues across the health and personal care division increased 14% to £2.08 billion. It is hoping for further growth though product launches this year, including the introduction of Strepsils in tube packaging and the launch of its Lysol no-touch hand soap system.
The group said its strong showing reflected good performances across its 17 so-called "powerbrands", which also include Cillit Bang and Vanish.
The firm, which traces its roots back to 1823, was formed by a merger of Reckitt & Colman and Benckiser in 1999.
