Everybody knows Dettol’s famous brown liquid and moms have been using it in their homes for over 80 years.
But despite its long-standing fame in the world of disinfectants, Dettol ASL was getting dethroned by younger, prettier, cheaper detergents –losing household penetration in every age group.
This problem mainly affected ASL, however the category was showing healthy signs of growth.
Given these challenges, the objective of this campaign was to increase penetration of Dettol ASL, primarily in KSA. We were speaking to mothers who are users of the category and hence are aware of the importance of killing germs. We had to find a way to wipe clean the competition and put the spotlight back on Dettol as the essential disinfectant in surface cleaning.
Turns out that moms like to come up with their own cleaning recipes, and even use products such as bleach and dishwashing liquid in their homemade mixes, as they think they pretty much all do the same thing.
So we had to convince mom that Dettol is different, because it is. Scientifically-based study shows the use of Dettol products combined with good hygiene practices reduce gastrointestinal infections by 77.4-78.6%, respiratory infections by 57.4-74.2% and skin infections by 65.5-74.6%. So knowing that, we have what makes Dettol different: along with good hygiene habits, Dettol has scientifically proven it can reduce illness by 75% which means her family would (F)all (I)ll (L)ess (O)ften, something only Dettol can claim.
This is how the big idea came through: Prevention is a key to staying healthy.
Despite a strong reason to believe, our real challenge was the approach. How could we convince mom that she should use Dettol without going down the usual dramatic path of using germs to provoke fear, a tactic that is known to be used in this category of products?
So we opted for a playful, positive approach: something all moms, all kids and all former kids could relate to –pretending to be sick not to go to school. We needed to frame the outcome to consumers (falling ill less often) in a positive tone of voice, focusing on health as an outcome, yet conveying the value of having ASL around the home (preventing illnesses).
This insight was the perfect platform to highlight our unique claim. Kids may try to put one over mom, but when she uses Dettol she can’t be fooled! She knows there’s no way her son is really ill and she quickly dismisses his little trick… her trust in Dettol gives her full confidence that he is actually happy and healthy.
In bringing this big idea to life, we opted for channels that would guarantee the biggest impact: TV and in-store. It was important to achieve high reach while maintaining presence at point-of-purchase to drive synergy between touch-points.
The TVC worked like a charm and almost immediately, Dettol regained its star-status, with a significant increase in prenetration, sales and new buyers.
This increase in ASL has helped the brand achieve a leadership position in the total household cleaning category in KSA.
And with that, we reaffirmed Dettol as mom’s most trusted ally.