Dettol launches new ads for disinfectant wipes in midst of pandemic

Cleaning and disinfectant brand Dettol is promoting its new Biodegradable and Compostable Disinfectant Wipes as Australia continues to grapple with the COVID-19 pandemic.

The ad doesn’t directly reference the disease, however the brand did note it has become one of the most sought after, indispensable and trusted brands during the pandemic in a release about the campaign.

The ad makes no direct implication the wipes are effective against COVID-19, as there have not yet been studies on various disinfectant brands’ efficacy in this area.

The ad uses a concept Dettol has relied on before, reminding consumers they wouldn’t use a raw chicken breast to wipe down a dirty kitchen bench – and then questioning why they’d use a reusable sponge.

Germs are represented in the ad by colourful animated balloons, with the Biodegradable and Compostable Disinfectant Wipes killing 99.9% of them.

Now Screen was the agency behind the campaign.

Campaign credits: 

Client: RB Health
Marketing Director, RB Health Brands: Henry Turgoose
Senior Brand Manager: Tala Dajani
Brand Manager, Dettol Household: Alison Ramsay

Creative Agency and Production Company: Now Screen
Client Service Director: Colin Murace
Global Creative Director: Dana Holder
Senior Writer: Mardi McConnochie
Global Producer: Aryani van Dam
Editor: Esteban de la Concha
Animation: Fanatic
Sound design: Gluhak

Vivienne Kelly

Vivienne Kelly is the editor of Mumbrella. Throughout her career she has worked as a journalist and editor across a number of consumer and B2B finance and real estate titles. She has also spent time in public relations across the health, finance and energy sectors.

topics DettolNow Screen

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