Dettol, one of the leading germ protection brands in the country, on Monday declared the launch of Dettol Co-Created with Moms, a range of bathing soaps and hand washes, designed for keeping consumer preferences in mind.
Dettol in its new advertisement, says that you can get the best of both worlds. Therefore it’s ‘Dettol and Moms’ soap that safeguard you against 100 illness-causing germs while being gentle on the skin and leaving no harsh chemical residue. The soap comes in Tulsi, Jasmine, and Citrus fragrances and it will be available across grocery stores, departmental stores, pharmacists, and leading e-commerce websites.
A soap under this range is made out of ingredients accepted by mothers. The brand reached out to around 800 mothers, provide them with a list of 100-odd ingredients used in hand washes and soap bars, explained what each one work, and asked them which one would they prefer. This is a unique innovation with products that are free from any parabens, dyes, and talc, giving mothers exactly what they need.
Talking about the success of the teaser campaign, Chief Marketing Officer, South Asia Health, Pankaj Duhan said, “Tremendous responses because we never expected this to get into the reach numbers of millions. Significant reach, lots of interest, lots of buzz, lots of talk ability that have happened on the brand.”
Ahead of time, Dettol used to trail behind Lifebuoy and other brands. Now, with this new variant, Dettol not only strengthens its placement but also tackles its rivals that are more popular for their ‘beauty soaps’. The research took a lot of effort while collecting the information and it takes more than two years for the brand to launch.
While people are concerned about the pandemic, on one hand, there’s now also a sense of weariness and indifference towards it on the other. The new advertisement comes at a time when ‘protection’ and ‘immunity’ are some of the hottest key factors in people’s minds.
Dettol is a very powerful brand and the one thing that stands out about the Dettol brand all the time is about the superior germ protection. So, if it is germ protection, then it is always Dettol that comes on as number one which does not change.
