Dettol
Strategy. Copy.
From the back of the bathroom cupboard to your pocket.
Problem: How to get a global brand, powerfully associated with germ kill, out of the back of the bathroom cupboard?
Solution: Give germ kill a new purpose – a mission for health/ Protection rather than cure. This repositioning launched the hand sanitiser movement and created a whole range of household cleaners and wipes - the first line of defence in the pandemic.
My role: I assembled the global team that solved this problem, I personally crunched lorry loads of research, headed up a 2-day positioning workshop in New York, and led the global research that resulted in the wide-scale adoption of the solution, which has added multi-millions to the client’s bottom line.
GLOBAL RESPONSIBILITIES: CUSTOMER RESEARCH, COMPETITIVE REVIEW, WORKSHOP, BRAND IDEA, BRAND FOOTPRINT, BRAND MESSAGING
