Charting Dettol's brand odyssey.
Dettol is a trusted household name in Pakistan, thanks to a long history of providing germ protection to consumers. Originally launched as an antiseptic, the brand has evolved while remaining true to its core essence. Up until the late nineties, Dettol was primarily a pharma brand; Dettol soap accounted for about two percent of the market share in the category, while Antiseptic Liquid (ASL) became a part of the first-aid box in the majority of Pakistani households and institutions.
In the early 2000s, the brand launched a range of soap variants, based on consumer needs. These included new variants in the Freshness and Skin Care platforms. In the last two decades, Pakistan has become one of the biggest anti-bacterial soap markets in the world in terms of market share, with three major global players competing in the segment. In such a highly contested category, Dettol has grown steadily and according to Nielsen, holds a double-digit market share in urban Pakistan.
In the last 10 years, the brand has extended into Multi-Surface Cleaners, Hand Sanitisers and Cleansing Wipes, providing consumers access to germ-protection solutions across multiple categories. Today, Dettol is playing an active role in creating awareness about better hygiene practices. Dettol’s School Programme reaches 2.5 million children nationally, who are taught hand-hygiene practices through edutainment and live demos.
Given the lack of antenatal education in Pakistan, Dettol has recently started an Antenatal Programme based on international guidelines and offers free antenatal classes to women in their third trimester around four key modules that cover topics such as pregnancy, labour, post-pregnancy and baby care. The aim now is to make it bigger year-on-year as we join hands with more hospitals.
Salman Taufiq is Marketing Manager, Germ Protection & Personal Care, Reckitt Benckiser Pakistan.
First published in THE DAWN OF ADVERTISING IN PAKISTAN (1947-2017), a Special Report published by DAWN on March 31, 2018.