Dettol products are found in every household in Pakistan, families and specially
mothers see the brand as a symbol of safety and hygiene. The effective
marketing and consistent messaging about safety, trust, and quality, done over
the decades by Dettol has cultivated into a strong brand equity. This trust in the
brand is further enhanced by unwavering dedication of Dettol towards high
standards.
During the COVID-19 pandemic, a time of health crisis, consumers had started to
become more health conscious. Dettol’s name, already associated with
cleanliness and protection further strengthened. In the interview, the brand
manager revealed to us that in the years of covid, Dettol had the highest market
share.
Dettol’s advertising, depicting families, worried mothers, and children, fosters a
strong emotional connection with mothers of Pakistan that care deeply about the
health and safety of their family. Mother’s, as hinted by the interviewee, are
targeted due to their influence when purchasing household products and being
perceived as a brand of protection and safety boosts their trust.
(150 words hogye hai but if u wanna add this highlighted thing somewhere, u
may)
Dettol has also introduced Dettol warriors, a fun and educational story about the
importance of good hygiene, informing their little audience about their products.
These kids shape their parents’ purchasing decisions, pushing their parents
towards Dettol products due to the cartoon. The brand has furthered this attitude
in recent years and visits educational institutes, setting up awareness programs
and talking to the younger generation about hygiene, positioning Dettol as a
socially responsible brand and cementing their bond with their consumers.
