Dettol says it with the MOM Mandate on OOH

Dettol from Reckitt Benckiser (RB) has launched a product range named Mom Mandate which was supported by celebrity promotions, social media videos and more. The brand also opted for a heavy outdoor promotion to unveil the new range, positioning it as being free from parabens, dyes and talc, as desired by 800 moms who were involved in the research behind the product development. It was a multi-agency pitch campaign which was bagged by Glo - Out of Home Division of Lodestar Universal McCann.

Following the mainline promotion, wherein the excitement was built through a teaser campaign, the OOH campaign has also been rolled out in two phases. The the outdoor formats were designed to build curiosity with just the line ‘Moms have voted’, alongside a bottle and soapbox without any Dettol branding. The overall theme was designed to reflect the brand attributes of cleanliness and trust.

The second campaign sequentially splashed the brand name and proposition, while highlighting the trust earned from moms.

Spread across Delhi, Gurgaon, Mumbai, Kolkata, Bangalore, Hyderabad and Chennai, the campaign was well communicated with wide screen formats including billboards, unipole, mall facade, gantries and FOBs. The campaign lasted for 15 days and the locations were selected as per the markets’ strength for Dettol across the northern and southern regions.

The entire Moms Mandate campaign was reportedly allotted bigger spends compared to the brand’s previous campaigns.