During March, Dettol saw the highest uplift in Ad Awareness of any brand in the UAE.
The brand is continuing to use various channels to voice public service messages to “help stop the spread of respiratory viruses” and inform viewers on how to stay protected from germs (in a variety of scenarios, including travelling and playing sports).
In addition, Dettol has also produced material to “fight the infodemic” around misinformation on COVID-19, highlighting the Covid-19 facts portal (produced by the makers of Dettol).
The public service messages have clearly captured UAE residents attention, with Ad Awareness (whether someone has seen an advert for the brand) rising by almost 10 points, from +33.4 on the 1st March to +43.0 at the end of the month.
Alongside this, Dettol’s overall brand perception is also increasing. Impression, Quality and Recommendation all improved by over 5 points during March, which is likely to have impacted purchasing behaviour for the brand. Consideration rose from +31.8 to +41.0, while Current Customer scores increased by 11.5 to +36.3, showing that more people are now buying from the brand.
