Lysol: Protect Like A Mother

Lysol, a cleaning products and sanitiser brand, increased sales of its products globally by launching an emotional campaign that showed the only protection stronger than Lysol is the protection from a mother.

Campaign details

Advertiser: Reckitt BenckiserBrand: LysolAgency: McCann New York Country: United States

Objectives

Commercial Objectives:

Drive sales across key markets

  • United States: As our biggest market, we needed to stop the bleeding of our priority product, Lysol Disinfectant Spray, reversing a -12% dollar sales volume loss, and turning it in to at least a +1% gain
  • United Kingdom: Boost sales of our key product portfolios by at least 5% post media launch
  • Germany: Reverse the overall -2.0% sales decline and revert growth by at least +2.0%

Marketing Objectives:

Develop harder working work

  • Global: Increase...

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