Dettol – Antiseptic Campaign

Dettol Antiseptic Disinfectant - From Brand Activation to Trusted Hygiene Partner


Dettol, a product under the umbrella of Reckitt Benckiser, approached us with a significant challenge: to conduct a nationwide brand activation campaign that would firmly establish Dettol as a trusted brand for health and hygiene in Thailand. The objective was clear—to create awareness, build engagement, provide firsthand brand experience, foster brand attachment, and ultimately secure brand loyalty. The focus was on targeting expectant and new mothers, a critical demographic for Dettol's mission.


Our strategic response was designed to encompass a nationwide campaign that directly engaged with expectant and new mothers. Over a six-month period, we executed a Point Of Market Entry (POME) strategy that included:
Targeted Engagement: Our team of brand promoters meticulously visited pre-natal clinics, maternity wards, and doctors' clinics to make direct contact with the target demographic. This personalized approach allowed us to engage expectant and new mothers effectively.

Education and Awareness: We provided clear and informative information to educate our target audience about the importance of hygiene. Our objective was to empower them with knowledge and the understanding of how Dettol's Antiseptic Disinfectant could play a vital role in their lives.

Product Sampling: Alongside education, we provided samples of Dettol Antiseptic Disinfectant, enabling mothers to experience the product's efficacy firsthand.

The Result

The outcomes of our campaign were truly remarkable. We established direct contact with over 250,000 mothers during the six-month period. Following the campaign, we conducted a phone survey with a substantial number of our contacts. The results were highly promising. Not only did mothers remember the information imparted by our brand promoters, but they also confirmed that they had become regular users of Dettol Antiseptic Disinfectant.

This case study underscores the power of targeted engagement, education, and product sampling in transforming a brand from a mere product into a trusted partner for health and hygiene. Dettol's journey from a brand activation campaign to securing lasting brand loyalty among expectant and new mothers serves as a testament to the effectiveness of our strategy.

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