Latest News: Dettol iconic germ protection sanitizer logo is set to be replaced, for a while, with stories of unsung frontline COVID-19 warriors including cab drivers, home makers, nurses and students said the brand’s company Reckitt Benckiser.
The new products will be packaged as the ‘Dettol Salute’ packs and the new logos products will be made available for just 45-60 days across five lakh stores including e-commerce platforms, kiranas and super markets, The Economic Times reported.
Dilen Gandhi Reckitt regional marketing director for South Asia, told ET that this the first time that Dettol’s logo is being replaced and other markets may soon follow this “India move”. He added that consumer behaviour could be “accelerated” due to the new branding of logo.
Dilen Gandhi says that the #DettolSalutes campaign has kicked off virtually. The ongoing digital campaign of the company says that it wants unrecognised frontline warriors against COVID-19 to come forward to share their stories. The more such stories come out, the more hope it spreads. ‘
Dettol India primarily targets Facebook and Instagram as grounds for this virtual campaign as they are visually led and the company has a signed deals with a total of 4,000 online influencers to promote this campaign.
The initiative is a part of Dettol’s ‘Banega Swasth India’ programme debuted in 2013 and will debut on four million 200 ml Dettol original liquid handwash packs, the report said. Reckitt in November 2020 announced that it would doubling its investment in the campaign to 20 million British pounds.
The company said it is increasing its marketing spending in India with a narrative largely around the battle against COVID-19 in the country.