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...