Bosch and Finish® Launch New Creative Ad Highlighting the Power of the Ultimate Dish Cleaning Duo, Longstanding Partnership

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IRVINE, Calif.--(BUSINESS WIRE)--Sep 9, 2025--

Bosch Home Appliances – the award-winning global brand celebrated for precision engineering – and Finish® dishwashing detergent, a Reckitt brand, today announced a new, humorous spot highlighting their combined cleaning superpowers.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250909633696/en/

As the next chapter in the prominent creative campaign, “The More You Bosch, the More You Feel Like a Bosch,” the new ad portrays a woman loading her dishwasher, dropping in a Finish Ultimate detergent tab and suddenly transforming into a glowing super-superhero as she feels empowered by the ultimate duo in dishwasher cleaning forces. At the end of the commercial, she admires her now ‘sparkling clean’ lasagna dish.

“Discovering your ‘inner Bosch’ with our precision engineered inventions is at the heart of our historic joint campaign – so it was just fitting that our dish superhero was able to expand her kitchen superpowers with the help of Finish detergent,” said Anne-Marie Nealy, Head of Brand Bosch Appliances – North America. “The legendary Finish brand, coupled with the world’s No. 1 dishwasher brand* in Bosch, brings extraordinary cleaning power to the everyday routine – with no dish standing a chance. We are proud to be expanding our collaboration with Reckitt, building upon years of partnership in Europe and globally.”

“Bosch recognizes that choosing the right detergent for optimal performance of their dishwashers is critical, which is why they recommend and use Finish® detergents and Jet-Dry® Rinse Aid,” said Alexis Chatzialexiou, VP Marketing, Finish at Reckitt. “Finish Ultimate detergent is engineered to remove burnt-on stains in the toughest conditions, even when you skip the pre-rinse. Plus, adding Finish® Jet-Dry® Rinse Aid prevents residue, gets dishes three times dryer and protects glasses!”

Currently airing across TV, streaming and digital channels until the end of this year, the new spot is a fun and quirky reminder that dirty dishes and caked-on messes are no match for two legendary cleaning forces.

For more information on the Bosch and Finish partnership, please visit: www.boschxfinish.com.

*Source: Euromonitor International Limited; Consumer Appliances, retail volume sales 2016-2024

About Bosch Home Appliances

With a focus on creating products that simplify life, Bosch is known nationwide and globally for raising the standards in precision engineering, quietness, efficiency and design. The company has been selling high-quality, premium appliances in the United States since 1991, frequently receiving top ratings in leading consumer publications. Bosch home appliances is part of Munich based BSH Home Appliances Group (a Bosch Group company), a global leader in the home appliance industry. With its North American headquarters in Irvine, California, the company operates manufacturing facilities in multiple locations across the continent. To learn more: https://www.bosch-home.com/us/

About Finish

Finish is on a mission to thoroughly clean dishes and help end water waste with a range of auto-dishwashing products. Finish Ultimate Dishwashing Detergent gives consumers sparkling clean dishes without the need for pre-rinsing, empowering users to save up to 20 gallons of water with each full dishwasher load. Finish Jet-Dry Rinse Aid prevents residues and dries dishes — giving consumers results that detergent alone can't achieve. Today's actions can save tomorrow's water, for a brighter future and a better planet!

For more information, please visit https://www.finishdishwashing.com/ or follow on Instagram or TikTok @finishdishwashing.

About Reckitt

We make the products people trust to care for the ones they love. We are home to some of the world’s best-loved consumer health and hygiene brands, including Dettol, Durex, Finish, Gaviscon, Harpic, Lysol, Mucinex, Nurofen, Strepsils, Vanish and Veet. Consumers are at the heart of everything we do. By creating innovative, science-backed solutions, we support people every day to live healthier lives.

Reckitt exists to protect, heal and nurture in the pursuit of a cleaner, healthier world. This commitment goes beyond the products we make. Through our actions, we expand access to healthcare, education and economic opportunities. We support the planet by reducing waste, conserving resources and driving sustainable innovation.

We believe good health starts at home. With every action we take, we strive to make our consumers’ lives easier, cleaner and healthier, to strengthen communities and to create a more sustainable future.

Find out more or get in touch with us at www.reckitt.com/us.

**Reckitt is the trading name of the Reckitt group of companies

View source version on businesswire.com:https://www.businesswire.com/news/home/20250909633696/en/

CONTACT: Media contact:

Andrew de Lara

[email protected]/ 949-525-3893

KEYWORD: UNITED STATES NORTH AMERICA CALIFORNIA

INDUSTRY KEYWORD: MARKETING ADVERTISING RETAIL COMMUNICATIONS OTHER RETAIL HOME GOODS SUPERMARKET

SOURCE: Bosch Home Appliances

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PUB: 09/09/2025 09:00 AM/DISC: 09/09/2025 08:59 AM

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