Dettol - A Case History

The 1978 campaign for Dettol. This mature and well-established brand had suffered a sharp decline in sales 1975-7, compounded by the fact that the ITCA stopped allowing advertising the use of Dettol in the bath (a significant personal use, but involving unprovable claims).
Agency: D'Arcy Macmanus & MasiusAuthors: Angus Thomas, Andrew Roberts, Gerard Smith and Mia Ospovat

Dettol - A Case History

INTRODUCTION

In this case history we have set out to demonstrate in two distinct ways that Dettol's advertising works and is effective.

Firstly we show that, by virtue of a change in creative strategy that was implemented at the beginning of 1978, consumer attitudes to Dettol have been modified in the directions intended. The research also shows that the use and purchase of Dettol increased in this period.

Secondly, an econometric analysis of factors affecting Dettol's...

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