From Dettol to Durex: How Reckitt Benckiser uses mobile to get close to consumers

This event report looks at the digital strategies of Reckitt Benckiser, the pharma/toiletries giant, with two of its key brands - Durex and Dettol - and how marketing activity revolves around the brand mission: 'healthier lives and happier homes'.

From Dettol to Durex: How Reckitt Benckiser uses mobile to get close to consumers

Emily Barley

"It's about getting close to our consumers - but it's also about sales," said Hans Helbig, global head of digital marketing at Reckitt Benckiser, speaking at the MMA Forum held in London in June 2016. He was outlining how the company uses mobile technology.

For Reckitt Benckiser, all of its marketing activity - including the mobile marketing activity Helbig was talking about - is focused around the company's brand mission to create "healthier lives and happier homes". Mobile technology can be useful in...

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