Dettol tries to put some romance into hand washing in campaign for Touch of Foam

Reckitt Benckiser is attempting to put some romance into the act of washing hands with a digital and experiential campaign for germ killing soap brand Dettol.

Called Stolen Moments of Softness, a digital element targeting women asks ladies to enter their details to have a romantic experience with one of three men.

The campaign is being run in association with in-store hand massage and washing experiences, using the newly launched Dettol Touch of Foam moisturising liquid hand wash.

Reckitt Benckiser’s germ protection category manager, David Romero said: “When it comes to caring for themselves and indulging a little, women have very little time. While we can’t give them more time, we can make their everyday moments a little
more indulgent.”

“Through the inception of Touch of Foam hand wash we are providing a dual-benefit product that offers a more luxurious hand washing experience, without compromising on health. The supporting Stolen Moments of Softness interactive campaign has taken the same approach – a few minutes out to escape can become
a priceless experience in an otherwise hectic day,” he said.

The agency behind the campaign was Momentum Worldwide.


  1. Incredible
    30 Oct 12
    4:26 pm

  2. Who ever sold this should get a medal.

  3. Ad hack
    31 Oct 12
    2:53 pm

  4. @Incredible – agreed!

    Someone just bought a jar of magic beans…

  5. A Competitor
    31 Oct 12
    3:05 pm

  6. Thanks Dettol !

  7. Huh?
    31 Oct 12
    3:12 pm

  8. Possibly the worst campaign ever

  9. Geoff Ross
    1 Nov 12
    12:22 pm

  10. Goodness me…demographic: desperate women? oh boy.

  11. No Way!
    1 Nov 12
    12:46 pm

  12. Eeewww! Romero, Hugo or Wayno?!! And what’s that pink thing on Romero’s thumb in the digital creative? WTH?
    Seedy and horrible.
    Pity Gruen has finished, they could easily fill a whole episode on this.
    Super weird that the character Romero shares the same name as the category manager.
    Great case study of what NOT to do with one of Australia’s most trusted brands.

  13. Megan
    1 Nov 12
    2:28 pm

  14. Tacky tacky tacky. Ads like this and print media might start looking good again. Major fail, guys.

  15. JS
    1 Nov 12
    2:33 pm

  16. What a waste of money for Dettol!