Dettol & Harpic: Mission Clean India

Dettol, the hygiene brand, and Harpic, the toilet cleaner brand, increased penetration in India and hygiene among children.

The marketing objective

The power brands of Dettol and Harpic have reached millions of home with the message of hygiene and sanitation. However, to accelerate the pace of growth & penetration there was need to establish differentiation in categories where perceived product benefits are very low.

Dettol is almost synonymous with 'germ protection', but was losing its competitive advantage with many brands straddling in the anti-bacterial space. In order to grow, Dettol needed to drive conversations that establish its supremacy in the hygiene space.

For Harpic, the market leader in toilet space growing penetration was the key to growth.

Source...

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