Messaging Interrupts, Utility Delights: How Dettol used a $0.25 idea to cut through the tyranny of mass-media to grow sales
Asit GuptaAdvocacy WOM
Campaign details
Brand owner: Reckitt BenckiserAgency: Advocacy WOM, ChinaBrand: DettolCampaign duration: 3 - 6 monthsCountry: ChinaMedia budget (USD): Up to $500kChannels used: Direct marketing, Product and other sampling, Word of mouth and viral
Executive summary
In the top 10 Chinese cities where Dettol, the Reckitt Benckiser-owned antiseptic brand, is advertised on television, it is the leading anti-septic liquid in the market. To grow...