Dettol Embraces the Positives in Life for Documentary Style Campaign

As we approach a more cautiously optimistic half of 2021, Dettol’s new UK brand campaign encourages us to tap into the passions that make us truly happy - and protect what we love doing most.

We’ve all learned what’s worth protecting during the pandemic. Whether it’s the weird and wonderful hobbies that kept us sane, the small business we managed to keep afloat, or the close-knit communities that held us together.  

Dettol products have been by our side since 1933 when Dettol medicine was first used in hospitals to prevent postnatal sepsis in mothers. The brand has since become a global byword for germ kill and antiseptic. However, Dettol is now adopting a more positive life-enabling stance, helping give us the confidence to live life to the full. The new campaign is a clear manifestation of this strategic shift and the new ‘We Protect What We Love’ global brand platform, reflects the powerful human instinct to protect what matters.

Created by McCann London, and produced through Craft and Mindseye, the integrated campaign reveals a new documentary-style approach for Dettol. At its centre are three 60” brand films, showcasing authentic, real-life stories of determination and commitment to the things that matter. The films star Ben and Alex, bike-mad brothers from Nottingham; Yasmin, the empowered heroine of The Saltley Stallions Women’s Football Club; and Catlin Leigh, rising Lancastrian judo star.

Dettol marketing director, Luca Tamagni said: “As a brand we are passionate about enabling people to build good hygiene habits and protect what they care about, by providing them with the right products, at the right moments, in the right way. We’re really excited about this campaign as it marks an important step on our brand equity journey in the UK.’

Karen Crum, global strategy director at McCann, said: “Over the last year, we’ll all been reminded about the importance of good hygiene habits, and how they aren’t just the foundation for good health, but a huge enabler of our lives and our livelihoods. So much of the conversation around hygiene habits has been rooted in fear and worry, and we wanted to show the alternative view – that with simple habits, it can take the mental load of worry away, leaving you feeling free to enjoy life.”

Matt Crabtree, global creative director at McCann added: “We’re very proud of our latest equity campaign. Bringing to the fore the beautiful and timeless truth, that since 1933 Dettol hasn’t just been effectively killing germs, but effectively helping us to do what we love.’

The campaign launches on the 24th May in the UK and includes targeted digital assets, as well as POS driving consumers to purchase. It will also be available for a global release.