Charlie Waterhouse, creative director at Aqueduct, on the microsite for Domestos at www.domestos.co.uk/grimtales

Sometimes it seems the world’s awash with Flash-fuelled page-turning, but here’s a site that does it well.

The premise is simple – a collection of cautionary stories highlighting the dangers of lurking lurgi in our houses. The aptly named Grim Tales gather the Jones family menagerie and a bouncy selection of well-honed verse as we are walked through a number of soiled scenarios requiring liberal application of assorted Domestos products.

And everything is nicely handled, from the just-dark-enough characters to child-exciting titles like The Prowling Poo Bugs.

In a horrific future BrandWorld one can imagine these 10 poems constituting Bedtime Stories – Brought To You In Association With Domestos Bleach Spray – such is their sing-along simplicity and general well-doneness.

Attention to detail is carried through to the handling of the moving bits. Tabs pull, characters swing and the aforementioned pages turn exactly the way one would want them to. Well directed, this.

It keeps things just the right side of egg-sucking patronisation – or worse, Wheelie-Bin Laden paranoia about hidden, sinister things.

The site supports wider DM activity, and also invites us normal folk to write our own tale, although I worry about what kind of user-generated content such scatalogical surroundings might encourage.

Perhaps that’s the point of the downloads section.

Overall this feels reassuringly cosy. An old and trusted brand doing things well in the face of more gaudy competition.

And at least it’s not the **** from Cillit Bang, or that flying duck.