Dettol empowers Australians in national campaign

29 June 2020

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The work was created by the company’s new internal creative team, RB Studio.

Dettol has launched new national campaign, empowering Australians in the important role we all have to play to protect tomorrow and the moments that matter through our hygiene practices.

This new campaign comes following an unprecedented start to the year where Australians’ ways of life were up-rooted due to bushfires, drought and the global pandemic.

During these uncertain times, Dettol has continued to provide Australians with its trusted germ protection through its range of products.

“Hygiene and hand washing has never been more important than it is now, and Dettol is dedicated to supporting all Australians in the protection of their families into tomorrow, as we have done over the last 80 years," RB Health ANZ general manager Glenn Cochran says.

Dettol’s new television commercial, Protecting Tomorrow, was created in-house by the consumer healthcare company’s new internal creative team, RB Studio.

The creative highlights the tough journey Australians have been on since the beginning of the pandemic, from moments of isolation through to families and friends reconnecting.

“With restrictions easing across most of the country, it’s important that Australians do not become complacent with their hand washing and hygiene behaviours," Cochran says.

"It’s critical that we continue to work together as a nation, because nothing is more important than protecting those you love, which is why we hope our new television commercial acts as a powerful reminder of the role we all must play in protecting one another and in doing so, protecting tomorrow."

The commercial portrays those important moments in all our lives, which many have been unable to share with those they love – from hugs, to births, shared meals and travel through to playtime in the park.

As we move towards a ‘new-normal’, Dettol will continue to be a trusted partner for Australians in providing that germ-kill protection so that we can all continue enjoying and protecting these precious moments.

The ad also features some of Dettol’s most noteworthy ads from the past few decades that many Australians will recognise, highlighting the role Dettol has played in protecting Australians over the last 80 years.

The products viewers will see include the original Dettol Antiseptic Liquid that has been the heritage product in the range, Instant Hand Sanitizer, Hand Wash Range, Surface Wipes and Laundry Sanitiser range.

“We are proud of how the new creative celebrates those important connections and moments we all have with our families, partners and friends, and how Dettol has, and will continue, to help Australians protect themselves, their loved ones and homes with our extensive hygiene and personal care portfolio,” Cochran says.

The campaign launch follows a number of partnerships that the brand has executed throughout the recent pandemic, supporting those most vulnerable in the community; our elderly citizens, frontline healthcare workers, and Australians who are recommencing travelling.

These initiatives include:

  • Support for Meals on Wheels: A corporate partnership between Dettol’s parent company, RB, and Meals on Wheels Australia to donate $1 million worth of disinfectant products, distributed to Meals on Wheels clients and volunteers between April and November 2020.
  • The Pharmacists' Support Service Donation: A $10,000 donation to the Pharmacists' Support Service from RB Health, in appreciation of the pharmacy industry’s work during the pandemic. A ‘Thank You’ pack was also sent to for use by the teams who support their communities on the frontline.
  • Uber Australia Partnership: A travel partnership with Uber providing drivers with access to hygiene kits, including Dettol Instant Hand Sanitizer and Dettol Disinfectant Wipes, so riders can travel confidently, trusting in the protection of Dettol to help stop the spread of germs.

The new creative commenced airing nationally from Sunday, June 28 2020.

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