Reckitt Benckiser brings in Biss Lancaster for Dettol

Cleaning product giant Reckitt Benckiser has handed a £100,000 account to Euro RSCG Biss Lancaster to dispel myths that disinfection around a baby is bad.

Dettol: household disinfectant
Dettol: household disinfectant

Biss Lancaster has been tasked with running two campaigns for household cleaner Dettol. It will persuade new mums that disinfecting ‘hot spots' like high chairs, toys and changing mats is important to create a healthy home. It will reach mothers through national and regional media relations, online activity, a retail partnership, and using healthcare professionals as spokespeople.

Biss Lancaster director consumer and healthcare Jo Grierson who leads the account said: ‘We will be working with Reckitt Benckiser's global team of experts, known as the Hygiene Council, to exploit research findings from their home consumer perception studies and swabbing tests in the media.'

Biss Lancaster will run a second campaign in October to spread awareness that the cold and flu viruses live on surfaces for up to 48 hours, and encourage families to reduce the spread of germs in the home.

This is the fifth Reckitt Benckiser brand the agency has won since 2007. It currently works on Finish, Veet, E45, Clearasil and the firm's corporate green project Our Home Our Planet.

Incumbent agency Tonic Life Communications will continue to handle Dettol's global PR business.

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