Campaign details

Advertiser: Reckitt Benckiser
Brand: Lysol
Agency: McCann New York
Country: United States

Objectives

Commercial Objectives:

Drive sales across key markets

  • United States: As our biggest market, we needed to stop the bleeding of our priority product, Lysol Disinfectant Spray, reversing a -12% dollar sales volume loss, and turning it in to at least a +1% gain
  • United Kingdom: Boost sales of our key product portfolios by at least 5% post media launch
  • Germany: Reverse the overall -2.0% sales decline and revert growth by at least +2.0%

Marketing Objectives:

Develop harder working work

  • Global: Increase ROI by at least +10% on core product lines, across key markets, vs. previous campaign
  • United States: In our biggest market, we needed to stop the -2% decline in penetration of our flagship product, Lysol Disinfectant Spray, and revert to growth of at least +1%