Campaign details
Brand: DettolBrand owner: Reckitt BenckiserLead agency: Mccann World GroupContributing agency: QED CommunicationsMarket: IndiaIndustries: Bath toiletries, soapsMedia channels: Events & experiential, Livestreaming, Online video, Outdoor, out-of-home, Print - general, unspecified, Social media, Television, Websites & microsites, Word of mouth, influencersBudget: 1 - 3 million
Executive summary
Dettol showed how an 86-year-old legacy brand could earn the trust of millennial mothers, in a world where its equity was declining. As a legacy brand, it changed the paradigm of new product creation and inverted the model...