Dettol: Fight to protect

Tahaab Rais, Tina Sioufi, Hadi Khuzam

Dettol, the disinfectant and antiseptic brand, transformed the popular narrative from one of fear to one of confidence to gain share during COVID-19 in the Middle East.

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...

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