Dettol
Dettol Cool Soap: A Purpose-Led Launch Campaign
18
Media Coverage
4M+
Total Audience Reach
At a Glance
Dettol Cool Soap is an antibacterial bar soap that combines germ protection with a refreshing menthol scent. It is designed for everyday use and is suitable for all skin types.
Challenge:
To deliver a purpose-led launch campaign for Dettol Instant Cool Soap and establish it as a must-have product for households across Ghana. The campaign needed to effectively communicate its unique value proposition, drive consumer engagement, and position the product as a leader in the antibacterial soap category.
Key moments:
➔ Breaking of Comms
➔ Influencer engagement and gifting
➔ Mystery Shopper
➔ Radio Activation: Dettol Cool Breeze Confessions
Results:
- Secured extensive media coverage, including print, online, and broadcast placements.
- Crafted a compelling press release that resonated across media platforms.
- Developed a briefing document that aligned influencers with the campaign’s core message, ensuring consistency in brand storytelling.
- Designed a radio script guide that integrate the Cool Breeze Confessions concept into live and recorded segments.
- Facilitated digital engagement, successfully trending Dettol Cool Soap on X (formerly Twitter).
