Dettol: Good habits in a bottle

Dettol, the hand sanitiser and antiseptic brand, increased market share and equity association with mothers by repositioning its hand wash products in India.

Campaign details

Brand: DettolBrand owner: Reckitt BenckiserLead agency: McCann Worldgroup, IndiaCountry: IndiaIndustries: Non-prescription, OTC productsMedia channels: Point-of-purchase, in-store, Social media

Executive summary

Hygiene in India was taking a hit. Diarrhoea was silently impacting urban kids in India and most H1N1 reports emanated from urban areas too. Reckitt Benckiser's Dettol had the perfect solution for on-the-go hygiene – Dettol Hand Sanitiser. But there were multiple barriers to adoption of the product.

The hand sanitiser's role was reimagined by Dettol and it was repositioned to become part of the repertoire of...

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