According to a leading website, Dettol from Reckitt Benckiser (RB) started an outdoor campaign for their newly launched product range named Mom Mandate. The campaign was also promoted using celebrity and various social media platforms.
The brand made use of billboards to launch the new range, highlighting its features such as being free from parabens, dyes and talc, as asked by about 800 moms who were involved in the research behind the product development. It was a multi-agency pitch campaign which was bagged by Glo – Out of Home Division of Lodestar Universal McCann.
The OOH campaign has also been rolled out in two phases. The outdoor formats were designed to build curiosity with just the line ‘Moms have Dettolvoted’, alongside a bottle and soapbox without any Dettol branding. The theme of the advertising campaign was to highlight the brand’s positive features of cleanliness and trust.
The second campaign sequentially splashed the brand name and proposition, while highlighting the trust earned from moms. The campaign was carried out for almost two weeks across various regions such as Delhi, Gurgaon, Mumbai, Kolkata, Bangalore, Hyderabad and Chennai, the campaign was well communicated with widescreen formats including billboards, unipole, mall façade etc.
