Dettol is repurposing existing OOH ads to promote its new refill range. What a clever idea by McCann London.
The campaign, Makes any bottle a bottle of Dettol, highlights that any 750ml trigger bottle people have in the house can become a bottle of Dettol. Refilling doesn’t have to be confusing or difficult.
The campaign shows a solution to a real consumer convenience problem. Uptake of refilling is low because there is a perceived ‘hassle’ barrier with 22% of consumers referencing hassle as number one barrier outside of cost and distribution (Tesco Media and Insight Platform 2022).
The campaign’s guerrilla-style OOH brings Dettol’s playful repurposing spirit to life by creating the effect of taking over an existing advert. The overlay style gives the effect that any bottle out there (and any advert with a bottle out there) can be re-purposed in the same way 750ml bottles could be with Dettol’s refill range.
Laurence Thomson, joint chief creative officer at McCann London, stated, “We love the boldness, brevity, and playfulness of this campaign. A message that simply announces that ‘this little Dettol refill bottle, makes any bottle, be it a Dettol bottle, another bottle, or even a similar cleaning bottle, a bottle of Dettol…and then does it again and again. Dettol…Dettol.”
The campaign is now live across OLV, Social and OOH in the UK and Ireland. The campaign film was produced by Oto Film. Media was handled by Zenith.
David Shillcock, marketing director Reckitt UK Health,commented, “We are incredibly excited to launch a breakthrough new Spray Refill proposition, which answers the growing need for sustainable solutions from our consumers. Our Spray refills have 75% less plastic than the bottles, with a superior formula ready in seconds which still delivers on Dettol efficacy and germ kill standards. To promote such a disruptive new product, we are thrilled to launch a bold impactful campaign created in partnership with McCann, which aims to drive positive behaviour change from our consumers.”
Credits
Client: Dettol [Reckitt]
Marketing Director UK: David Shillcock
Marketing Managers: Mathieu Desbrandes & Tommaso Livraghi
Senior Brand Managers: Adam Ganatra & Ananiya Gupta
Assistant Brand Manager: Tash Dell
Brand Manager: Verity Walker
Creative Agency: McCann London
Joint CCOs: Rob Doubal & Laurence Thomson
Creative Director: Matt Crabtree
Creatives: Gémina Gil Flores, Jemma Burgess
Business Director: Karolina Gogarowska
Account Director: Mike Knowles
Project Manager: Samantha Hawkins
Design Director: Max Henderson
Senior Designer: Matt Manlove
Junior Designer: Lexie Hoskins
Agency Producer: Jackie Ankelen
Post Producer: Nicola Henderson
Colourist: Ollie Gill
Online: Joe Walmsley
Producer: Dan Savage
Sound Design & Mix: Josh Younger
Film Production Company: Oto Film, Poland
Producer: Jakub Moloney
Director: Joe Dixon
Director of Photography: Nils Crone
Editor: Max Windows @ Stitch Editing
Voice over: Julian Barrat
Stills Production Company: Oto Film, Poland
Photographer: Maciej Skwara
Retouching: Craft London
Producer: Dan Savage
