Dettol: Hajj

Reckitt, a producer of health, hygiene and nutrition products, launched a campaign in the Middle East during the Hajj pilgrimage to ensure pilgrims felt safe by using its Dettol sanitising products.

Campaign details

Brand: ReckittLead Agency: UMRegion: EMEA

Strategy

Objective

Hajj is one of the biggest mass gatherings in the world that takes place annually in KSA, with 4 million expected pilgrims (pre-COVID). While everyone was longing for Hajj to return in 2021 and for pilgrims to experience the full spiritual journey, there remained an underlying anxiety and lack of confidence that they were not 100% safe and protected. Dettol had a key role to play in instilling in them the healthy hygiene habits to spread the chain of prayers and not germs and illness.

The...

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