McCANN Poland, which includes the PR agency Weber Shandwick, is responsible for preparing its first regional campaign for Reckitt Benckiser, creating a 360˚ advertising campaign and handling PR activities for the Dettol brand.
Dettol is a brand from the Reckitt Benckiser portfolio that has been present in 124 countries worldwide for over 80 years. As a global leader in protection against microorganisms, it supports families in caring for their health through proper hygiene. Today, Dettol is a wide range of products that, through disinfection, help break the chain of infection by protecting us and our loved ones. In times of a pandemic, proper hygiene is of enormous importance and is one of the fundamental factors that can prevent the spread of the coronavirus.
Dettol under the wing of McCANN Poland
The McCANN agency is responsible for creating the strategy and communication concept for the Dettol brand both in the Polish market and in the region. The campaign launch is planned for the second half of January this year and will initially include TV and digital activities. The Weber Shandwick agency, which was selected through a tender, will be responsible for the strategy and Public Relations activities in the Polish market.
“Dettol is a global hygiene leader, a brand that has been helping build hygiene habits for years by offering a broad portfolio of high-quality products, for both personal hygiene and surface hygiene. The pandemic period strengthened the importance of hygiene for our health, because proper hygiene minimizes the risk of viruses and bacteria spreading. The new Dettol campaign 'Health in Your Hands' encourages building and nurturing hygiene habits, because they help us take care of our health and that of our loved ones.” – said Inga Songin, Regional Marketing Director Poland & EE, RB Health & Nutrition. “Dettol is a global brand with enormous development potential in our region, and Reckitt Benckiser is a key client for McCANN Worldgroup worldwide. Proper hygiene has always been the foundation of maintaining good health, and during the pandemic its role and importance have become even more significant for us and those around us. We are all the more proud of our cooperation with the Dettol brand. We are delighted to have the opportunity to create an integrated 360˚ campaign aimed at effectively positioning the brand and its products in consumers' awareness, focusing our activities on their role in the area of proper hygiene.” – said Wojciech Borowski, President of the Management Board, McCANN Poland.
Concepts from the article
TV — Television. An audiovisual medium distributing programs, advertisements and video materials through linear channels, streaming or hybrid television. TV campaigns require planning reach, frequency, spot format, airing and audience measurement.
Dettol Reckitt Benckiser campaign — strategy and launch of activities
Dettol Reckitt Benckiser campaign – strategy and launch of activities
Why it matters: Still unmatched in building mass awareness: no other channel delivers so many contacts with an audiovisual message at once. A TV presence also lends credibility to the brand in the eyes of retail.
When it is used: For mass product launches, brand building and campaigns requiring fast, broad reach.
What skipping it risks: Without television, quickly building broad recognition requires piecing together reach from many smaller channels — more slowly and not always more cheaply.
Summary
McCANN Poland, together with the PR agency Weber Shandwick, is preparing the first regional 360° campaign for the Dettol brand from the Reckitt Benckiser portfolio. The launch of activities is planned for the second half of January, initially on TV and digital, and Weber Shandwick was selected in a tender to handle PR in the Polish market. The 'Health in Your Hands' campaign is meant to build hygiene habits, which takes on particular importance during the pandemic.
The phrase “present in 124 countries for over 80 years” shows the global scale of the brand, and the decision to use integrated communication fits the trend of combining advertising with public relations. This is another example of how large FMCG corporations rely on the synergy of agency activities in the Eastern European region.
