Dettol: Messages interrupt, utility delights

Asit Gupta

Campaign details

Brand owner: Reckitt Benckiser
Agency: Advocacy WOM Ltd
Brand: Dettol Antiseptic Liquid
Country: China
Channels used: Packaging and design, Product and other sampling, Word of mouth and viral
Media 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 new advertising, Dettol created a $0.25 spray bottle that when filled with Dettol kills germs anywhere. Then Dettol created its own media – an army of real mums with social influence – to use and share the spray bottles. Delighted by the ability to protect their family by killing germs anywhere, mums spread the word (and the spray bottle).