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
“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.