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^.”
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
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
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