Dettol Squeezy: Teaching India The Dettol Habit
Campaign Details
Brand owner: Reckitt Benckiser India Pvt LtdAgency: McCann Worldgroup IndiaBrand: Dettol SqueezyCountry: IndiaIndustry: Bath toiletries, soapsChannels: Internet - display, Magazines - consumer, Newspapers, Online video, Print - general, unspecified, Public relations, Radio, Social media, Sponsorship - event, property, TelevisionBudget: 3 - 5 million
Executive Summary
In 2015, Dettol India was on the back-foot with archrival Lifebuoy in the battle of mass penetration. Not only was Lifebuoy cheaper and more exciting than Dettol, it...