Pride: From fear to honor – embracing heat & sweat

Body wash brand Dettol changed the common narrative around sweat to appeal to a young female audience in Indonesia.

Campaign details

Brand: ReckittAgency: McCANN IndonesiaRegion: APAC

Strategy

Objective

In Indonesia, the frequency of bathing is among the highest in the world (2.5x), driven by the hot and humid tropical climate. Freshness is a vital need, and Dettol is highly over indexed. However, our premium price and lack of differentiation have posed challenges against competitors who focus solely on functional benefits.

To stand out and justify our higher price, our mission is very clear: elevate the concept of Freshness to a deeper meaning for consumers.

Amidst the clutter of ingredient-focused messaging by other brands, Dettol...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands