Messaging Interrupts, Utility Delights: How Dettol used a $0.25 idea to cut through the tyranny of mass-media to grow sales

Asit Gupta
Advocacy WOM

Campaign details

Brand owner: Reckitt Benckiser
Agency: Advocacy WOM, China
Brand: Dettol
Campaign duration: 3 - 6 months
Country: China
Media budget (USD): Up to $500k
Channels 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 in the smaller cities which make up 80% of China's urban population, it needed a model not based on television or it would be hit by China's massive media inflation.