Dettol: Cool

Reckitt, a producer of health, hygiene and nutrition products, launched a TikTok campaign to promote its cooling body wash Dettol Cool in the UAE and Saudi Arabia.

Campaign details

Brand: ReckittLead Agency: UMRegion: EMEA

Strategy

Objective

22% of body wash consumers are looking for a product that will deeply cleanse their skin, leaving them free from sweat, odor and germs. While consumers trust Dettol's efficacy on germ kill, they look for other offerings that satisfy their deep clean functional need.

Fresh Pillar (Cool & Fresh variants) contributes almost 22% of shower Gel + Bar Soap globally and is growing faster than overall Personal Care at 6.3% YTD Nov 2019.

In order to strengthen the segment and also keeping in mind the current...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands