Powering a Healthier World: Inside Reckitt’s Mission with Nick Horan
In this episode of The Speed of Culture podcast, Matt Britton speaks with Nick Horan, Global Head of Brand Experience at Reckitt.
In today’s hyper-connected world, creating a brand with global resonance goes beyond offering great products: it requires cultural knowledge, authentic engagement and a relentless drive to innovate. Nick has honed his ability to transform everyday products into iconic household products on a global scale and guides us through his remarkable career journey. Learn how he leverages local knowledge to create meaningful experiences and drive global impact.
“The average person is exposed to 5,000 brands a day, up from 500 in the 1950s,” he explains on the podcast. “With so much noise, it is crucial that every interaction a consumer has with our brands, whether they see a billboard on a bus, use a product, or interact with a brand online, that “it is truly significant and truly consequential.”
At Reckitt, Nick spearheads the success of Vanish, a globally recognized stain remover ranked among the top 4% of global brands. With a dynamic career spanning both agency and client-side roles across Europe and Asia, Nick has worked with industry giants like P&G and Unilever.
Known for his expertise in creating holistic brand experiences, Nick seamlessly integrates creativity, data and innovation to drive cultural resonance. Its consumer-first mentality has redefined low-engagement categories, such as laundry detergent, into powerful platforms for connection and relevance on a global scale.
Tune in to The Speed of Culture podcast as Nick Horan explains how brands can thrive through adaptability, meaningful engagement, and a consumer-first mindset.
Key points to remember:
[Timestamp: 00:02:37] Global branding: speaking the same language, everywhere — Nick shares a fundamental truth about branding: While cultural nuances are important, the core of brand engagement remains universal: people seek value. He chronicles a remarkable campaign for Grant’s Whiskey, where the brand capitalized on the cultural significance of Chinese New Year. By tailoring its tone and visuals to a small, family-owned boutique in Malaysia during the Year of the Monkey, Grant’s created a local connection that drove global sales. Balancing global assets with localized relevance can unlock new opportunities in any market.
[Timestamp: 00:09:23] Making the Mundane Memorable: The Power of Vanish’s 12-Second Rule — How to transform a low-involvement category like laundry detergent into a globally engaged brand? Nick reveals how Vanish achieves 12 consumer interactions per second around the world by mastering every touchpoint, from e-commerce to in-store displays. The key? A clear and consistent message: “Clothes live longer with Vanish”. This slogan not only reinforces Vanish’s practical benefits, but also connects with consumers’ growing priorities for sustainability and cost reduction. By aligning product value with cultural relevance, Vanish transformed a daily chore into a platform for meaningful engagement.
[Timestamp: 00:18:50] The role of designer culture in modern branding — As Generation Z becomes household decision-maker, brands must adapt to their media habits. Nick explains how Vanish leverages creator culture by embracing user and influencer generated content. Unlike traditional ads, this approach invites consumers to share their personal stories, thereby integrating the brand into their lives. It’s a strategic move to capture attention in a world where smartphones are the primary screen and content creators are the trusted voices.
[Timestamp: 00:27:03] The art of resourcefulness and innovation — Nick explains how adopting a startup mindset has fueled success throughout his career. From launching ideas with minimal resources to leveraging digital platforms for rapid experimentation, Nick demonstrates how ingenuity and adaptability can lead to impactful innovation. This approach has been key to Vanish’s continued relevance, ensuring the brand evolves alongside changing consumer needs while maintaining its global leadership status.
