While Dettol has produced and marketed shower products in China for several years, Reckitt Benckiser China’s marketing director, Myles Zhong, said the company’s strong heritage as a producer of antiseptic cleaning solutions had prevented it from achieving “top-of-mind” status among consumers in the soap and shower gel sector.
Zhong explained that having made progress in reassuring customers as to the safety of its products for personal use, the brand’s next step was to emphasise the health protection and beauty benefits of its shower product range.
Aimed primarily at a female audience, described by Zhong as “beauty seekers”, the new TV ad, created by Euro RSCG, features a woman in a bath pulling petals off a flower in an apparent attempt to make a difficult decision.
It later becomes clear that she is trying to choose between a moisturising shower gel and one that is effective in protecting the health of her skin.
The answer comes to her in the form of Dettol’s new two-in-one shower gel, which is described as bringing both benefits together in a single product.
“We want to reposition Dettol and make it more accessible and relevant (to the target audience),” Zhong said, citing Olay, Luxe and Safeguard as the brand’s main competitors.
Dettol targets China "beauty seekers"
BEIJING - Reckitt Benckiser is looking to broaden the appeal of its Dettol brand in the mainland with a new campaign for an upgraded two-in-one shower gel.
