Dettol Anti-Bacterial Scrub n Wipes
The client brief
The client wanted to raise consumer awareness of the new 99.9% germ free Dettol Scrub n Wipes and how they have two different sides - a scrub side and a wipe side. The campaign coincided with television advertising and in-store specials to prompt trial and awareness.
Dettol Scrub n Wipes (35s and 75s).
Working with the client's BTL agency, we formed an in store program covering high density national coverage to coincide with their marketing campaign. The original four week campaign was exteneded to include an additional four week mini campaign to continue trial and purchase of the product. The Dettol demonstration involved showing consumers how the two-sided wipe could work by scrubbing away Milo and soap scum off a flat surface board.
Team members wore distinctive branded “Dettol” shirts and stood behind "Dettol" branded tables with the product to reflect the positioning of the brand. Demonstration tables were located by large impactful product displays in order to inform shoppers of the benefits of the new product.
Over 1,800 Dettol packs were placed in shopper’s trolleys over the course of the campaign.