‘Don’t just wash it, Dettol it’

New ‘Dettol Laundry’ campaign aims to empower the British public to have laundry that isn’t just clean, but targets killing of bacteria & viruses

Cold washes help clothes last longer and use 1/10th of the energy that hot washes do which makes them a more environmentally friendly and sustainable solution*. At the same time, washing below 60°C doesn’t always kill all the bacteria and viruses that we pick up on our clothes in everyday situations**.

Created with McCann London a new campaign from Dettol – ‘Don’t just wash it, Dettol it’ – aims to educate the British public about how simple it is to get rid of bacteria & viruses in laundry by adding Dettol Laundry sanitiser to kill bacteria that might remain after washing below 60°C.

Sitting under the “We Protect What We Love” brand platform the ‘Dettol Laundry’ campaign signifies the brand’s commitment to building the laundry sanitising category with a Laundry sanitising range of products that kill 99.9% of bacteria and viruses*** even in a cooler wash.

Whether from coughing into our elbows, sitting on public transport, playing in the park, being slept on by our beloved pets, or doing exercise, clothes, bedding and towels can be exposed to bacteria and viruses throughout the day. The campaign seeks to highlight the issue of germs surviving a cold wash, while positioning the Dettol Laundry range as providing a simple and effective solution to this problem and offering a message of reassurance through this well-known household brand.

The integrated campaign will feature TV, targeted social and digital assets,  showing a range of consumers who benefit from adding Dettol’s sanitising products to their Laundry routine.

Luca Tamagni, Marketing Director for Dettol Europe said “As an innovative Global hygiene brand it is our duty to offer the most cutting edge product solutions as well as driving behaviour change to create good, lasting hygiene habits which can help protect those that we love. This platform gives us the opportunity to educate people on how easy it is to kill bacteria and viruses*** on your clothes. Our campaign drives awareness around the issue of germs that can be found in your laundry, while providing reassurance that our Dettol Laundry range is effective in killing those invisible bacteria and viruses*** – including COVID-19 virus^.”

McCann London

Matilda Ruffle, Planning Director said, “This campaign is the continued fulfilment of Dettol’s global promise; enabling people to build good hygiene habits by providing them with the right products, at the right moments, in the right way, all presented in a new brand world that reflects their powerful instinct to protect what matters – at a time when there’s increasing need to do so.”



Global Category Director: Pankaj Duhan

Marketing Director, Dettol Europe: Luca Tamagni 

Senior Brand Manager: Justyna Dadal 

McCann London

Global Brand Strategy Director: Karen Crum

Planning Director: Matilda Ruffle

Planning Director: Stephanie Ressort

Creative Director: Matt Crabtree 

Associate Creative Directors: Simon Lotze & Richard Holmes

Head of Design: Lisa Carrana

Senior Designer: Richard Hart

Managing Partner: Kate Modeland

Global Account Director: Alessia Brogna 

Senior Account Manager: Sophie Grierson

Project Director: Nicole Robinson-Spaude

Project Manager: Neil Tingey

Senior Producer: Elin Tiberg

Craft London 

Chief Production Officer: Sergio Lopez

Head of Integrated Production: Sophie Chapman Andrews

Executive Producer: Amos Usiskin

Senior Producer: Elin Tiberg

Inside Ideas Group

Creative Director: Jo Jenkins 

Strategy Lead: Claudia Bennett 

Account Manager: Giorgio Forlini

Prod company Unit 9

Director Simon Neal

Editor Alex Burt.

Sound studio Wave 

Sound engineer Dugal Macdiarmid. ,

Post house  Absolute Post 

Colourist Matt Turner

Source: McCann London

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