Communicating hand washing had been ignored by brands and relegated to being a responsibility for health advocates. With a vested interest in hygiene, Dettol wanted to highlight the value of washing ones hands without the authoritative approach taken by health authorities. This campaign got consumers to understand the benefit of washing their hands. By presenting simple, mostly unknown facts through specific, potentially germ-ridden touch points, the message was clear – “Wash your hands regularly and break the chain of infection.”

The message is a universal truth which Dettol was able to communicate to consumers when they were highly receptive to constantly being in contact with germs.Dettol Hand Wash market share grew from a 14% market share to 17% after the campaign ran. An incremental 3% point growth is an extraordinary result for a brand that was showing month-on-month share declines.