An extension of the 2019 Dettol Body Wash rebranding campaign, this 2020 campaign was a pitch that I helped to win. In their continued goal to shift focus away from the ‘harsh on skin’ perception of Dettol, we came up with the campaign theme of ’dancing in the shower’ to inject a burst of energy into the product. To appeal to the target audience of millennials, we engaged a dance community of similar demographics to choreograph and perform the dance in a series of dance videos we shot and produced. We proposed personas tying each Body Wash variant to a fun personality type. With vibrant visuals and punny copy to communicate the different scents, we drove home the key message: No matter your personality or lifestyle, there is a different Dettol Body Wash for everyone – that is the new Dettol Difference #DetsDifferent
