Dettol is the No 1 player* in the cleaning category and continues to be a leading choice for mums looking for trusted antibacterial care which Dettol has been known to provide for generations. Some consumers don’t recognise that Dettol is as powerful as it is caring, delivering not only disinfection you trust but also cleaning performance you won’t believe, by powering through dirt and grime while being tough on bacteria – this is where Dettol will focus its message in 2015.
Dettol cleaners this season have undergone a makeover with a new Dettol ADVANCE livery designed to underline the serious cleaning credentials of the brand. The Dettol ADVANCE range will be supported with new shelf-stopping packaging and harder hitting claims so mums don’t have to compromise between a ‘clean’ home and a ‘healthy’ one – the Dettol ADVANCE range delivers on both.
The Dettol ADVANCE range will be supported by a 360 degree marketing campaign, with £3m spend on TV and digital media executions and also by in-store programmes to maximise consumer awareness and drive purchase. The Dettol ADVANCE range is anticipated to drive category growth during 2015.
Dettol Power & Pure ADVANCE Range:
Dettol Power & Pure ADVANCE Kitchen delivers ’powerful cleaning with no harsh chemical residues’ and the trusted Dettol disinfection. It is suitable for all hard kitchen surfaces including worktops, cookers and table-tops. Also available in a Hob & Sink variant.
Dettol Power & Pure ADVANCE Bathroom is suitable for tough bathroom messes and to power through soap scum. Also available in a Shower & Sink variant.
Dettol Power & Fresh ADVANCE
Dettol Power & Fresh ADVANCE is Dettol’s number one multipurpose formula for tackling grease, with 3X cleaning power to clean tough grease, burnt on food and bathroom dirt. It also leaves a fresh fragrance. Dettol Power & Fresh ADVANCE range of cleaners clean and disinfect household surfaces from cooker hobs to toilet seats.
Dettol Power & Fresh ADVANCE comes in a range of great fresh fragrances including ‘Lemon & Lime Burst’, ‘Refreshing Green Apple’, ‘Crisp Linen & Aqua Sky’ and NEW ‘Pomegranate & Lime Splash’ fragrance variants.
“We talked to consumers about their perceptions of Dettol. Those who originally bought Dettol for its antibacterial properties continue to purchase because it is so effective. However, there was a perception with some consumers that it would not also deliver on cleaning performance. Cleaning performance is the number one category need and we have developed the Dettol ADVANCE positioning to underline the brand’s excellent cleaning credentials and counter this inaccurate perception. The new look with its stronger, bolder branding will help consumers navigate category segments more easily. The Dettol ADVANCE range shows that it delivers cleaning performance you won’t believe, with disinfection you can trust”.
Dettol Power & Pure ADVANCE and Dettol Power & Fresh ADVANCE 750ml – MRRP £3.49.
The range of Dettol Power & Pure ADVANCE and Dettol Power & Fresh ADVANCE Wipes will also receive a makeover in 2015.
*Nielsen Value Sales Data L12 Weeks 4.1.2014