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.


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