Campaign details
Brand: DettolBrand owner: Reckitt BenckiserLead agency: FP7 McCann DubaiContributing agency: Dejavu DubaiMarket: Middle East & North Africa (general region)Industries: Cleaners & detergentsMedia channels: Content marketing, Integrated, Online video, Packaging & design, Product sampling, Social media, Video on demandBudget: 5-10 million
Executive summary
As COVID-19 spread globally, the Middle East's disinfectant and antiseptic category witnessed global and local brands either leveraging the climate of fear to promote their products, or launching discounts and promotions to entice price-conscious buyers affected by the pandemic.
Dettol, an...