Dettol: Amazon DSP helped Dettol drive awareness for a product launch

Dettol, a cleaning product company, increased awareness, consideration and sales in India by advertising on Amazon’s mobile app.

Campaign details

Brand: DettolAgency: NARegion: APAC

Campaign video

Strategy

Objective

The Dettol No Touch handwash was launched in India in 2021, immediately after the second Covid wave. The prevalent tailwinds in personal hygiene helped Dettol reach its highest ever penetration in the handwash category (at 48%), just before the second wave. Post the second Covid wave, visits to personal and surface disinfection products saw a 3X increase in visitors during March-June'21, and this reflected in spikes in searches for no-contact solutions like sprays, automatic dispensers, etc. This was accompanied by a de-growth in bar soaps...

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