Dettol: Messages interrupt, utility delights

Dettol was the market leader in its category in the ten largest cities in China. This top position was achieved via TV advertising.

Dettol: Messages interrupt, utility delights

Asit Gupta

Campaign details

Brand owner: Reckitt BenckiserAgency: Advocacy WOM LtdBrand: Dettol Antiseptic LiquidCountry: ChinaChannels used: Packaging and design, Product and other sampling, Word of mouth and viralMedia budget: Up to 500k

Executive summary

Dettol was the market leader in the ten largest cities in China, achieved with the support of TV. To grow in smaller cities (where 80% of the urban population live), given the massive media inflation of recent times, it needed a non-TV model.

Armed with a sharp insight instead of...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands