Dettol Up Play On

Change Needed

Elevate Dettol’s brand equity by demonstrating a deeper connection with consumers, ultimately delivering against sales

To establish Dettol as a brand within football and credibly instil good hygiene habits into the routines of football fans and players

The Idea

To make hygiene relatable and exciting by targeting one aspect synonymous with the beautiful game; football rituals

To make hygiene a performance matter, demonstrating that if Dettol is a part of your football ritual;

You can Play On

Change Made

11% awareness growth from 5% – 11% between April and September

4% purchase intent increase within the first year of partnership

500K organic views of Play On with the Players content on a new owned Twitter channel

13% brand appeal increase amongst those aware of the partnership in year one

Dettol: Play On