McCann London Makes Any Cleaning Ad a Dettol Ad for Refill Range Campaign

McCann London today launches new campaign Makes any bottle a bottle of Dettol, for Dettol the world leading hygiene brand owned by Reckitt, highlighting that any 750ml trigger bottle can become a bottle of Dettol with their new Refill range.

Makes any bottle a bottle of Dettol shows consumers in a cheeky tone that any 750ml trigger bottle they have lying around the house can be turned into a bottle of Dettol and has been created to show that refilling doesn’t have to be confusing. The campaign playfully depicts a solution to a real consumer convenience problem; uptake is low because there is a perceived ‘hassle’ barrier with 22% of consumers referencing hassle as number one barrier outside of cost and distribution (Tesco Media and Insight Platform 2022).

The campaign’s guerrilla-style OOH brings Dettol’s playful repurposing spirit to life by also creating the effect of taking over an existing advert. The overlay style gives the effect that any bottle out there (and any advert with a bottle out there) can be re-purposed in the same way their 750ml bottles could be with Dettol’s refill range.

The campaign is now live across OLV, Social and OOH in the UK and Ireland. The film was produced by Oto Film; media was handled by Zenith.

David Shillcock, marketing director Reckitt UK Health said, “We are incredibly excited to launch a breakthrough new Spray Refill proposition, which answers the growing need for sustainable solutions from our consumers. Our Spray refills have 75% less plastic than the bottles, with a superior formula ready in seconds which still delivers on Dettol efficacy and germ kill standards. To promote such a disruptive new product, we are thrilled to launch a bold impactful campaign created in partnership with McCann, which aims to drive positive behaviour change from our consumers.”

Laurence Thomson, joint chief creative officer at McCann London said, “We love the boldness, brevity, and playfulness of this campaign. A message that simply announces that ‘this little Dettol refill bottle, makes any bottle, be it a Dettol bottle, another bottle, or even a similar cleaning bottle, a bottle of Dettol…and then does it again and again. Dettol…Dettol.”