Challenge

• Dettol In India has been the gold standard in protection. The brand has invested over years consistently in building education in healthy personal hygiene habits.

• Having enjoyed undisputed leadership the outbreak of Swine Flu in the country increased people’s sensitivity to the topic and Dettol is faced with unprecedented aggressive competitive onslaught trying to leverage this situation

• Our challenge was to Protect the Brand’s Leadership position despite of not having a tactical swine flue led creative to counter the competitive on-slaught.

• We had to do it fast and did not have the luxury to wait for a new creative to be produced

Source : Ministry of Health Statistics

Challenge

• Dettol In India has been the gold standard in protection. The brand has invested over years consistently in building education in healthy personal hygiene habits.

• Having enjoyed undisputed leadership the outbreak of Swine Flu in the country increased people’s sensitivity to the topic and Dettol is faced with unprecedented aggressive competitive onslaught trying to leverage this situation

• Our challenge was to Protect the Brand’s Leadership position despite of not having a tactical swine flue led creative to counter the competitive on-slaught.

• We had to do it fast and did not have the luxury to wait for a new creative to be produced

Click on link for ministry of health TVC

Consumer Insights

• Consumers especially in the context of swine flue scare were bombarded with claims on germ protection. Brands were spending exorbitant monies to get consumer attention. However with such clutter of claims, consumers though interested are skeptical, of the various brands jumping on to the bandwagon

• Neutral non profit pro-social platforms such as those of the government are trusted more due to their do good, neutral stance. They have a trust element which the brand advertisements lack.

• Dettol jumping on to this bandwagon so fast was not just impossible but we felt may even be detrimental. We had to find ways to be part of this concern yet not seem to be commercializing it like other brands.

Innovative Strategy

• In Sept the ministry of health (MOH) launched an awareness/ prevention campaign across top news and general entertainment channels. We simply contacted all concerned channels and negotiated for placement. Each spot were especially visualised to dovetail into the original MOH campaign and played back to back. It was one seamless communication message “ PROBLEM , PREVENTION SOLUTION”.

• We thus succeded in creating a neutral/credible medium that played out a message which lead straight into a brand that addressed the problem better than others. Dettol Being Endorsed by the Indian Mediacal association added further to the “Official/Leadership” credibility of the execution.

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Final output in media for Dettol

Click to play film

Lifebuoy’s Creative for Sept 09

Click to play film

Accountability & Value

• Dettol has grown tremendously across varying brand formats, in Sept alone the average sales contribution increased more than 50%.There was a 30% increase in sales volumes for Dettol liquid soaps widely perceived as potent against germ protection. The competition lost 10% share during the period of campaign (Sept 09)on liquid handwash Vs last year. (Neilson retail audit)

• What is satisfying is that we not only held on but Improved our position Vs competition in-spite of lower SOVs.

• Understanding of consumer evaluation modes and increasing skepticism due to other brands blatant commercialization of the situation and leveraging our brands core strengths innovatively is what we believe delivered the results

Market Share

Relative share of ad Spends/Investments

Appendix