Dettol HK highlights long-lasting protection in latest product campaign

Reckitt's hygiene brand Dettol Hong Kong has unveiled a new campaign in response to Hongkongers' growing need of natural and safe disinfecting products to protect their loved ones.

Promoting its new product "Dettol NATURA - Natural and harm-free for your beloved ones", the campaign aims to encourage the use of this brand-new pet and kid-friendly antiseptic liquid formula, which enables Hongkongers to conveniently clean their homes and protect their beloved ones without worrying about the safety of ingredients in cleaning products. The campaign runs from 9 May until June 2025.

Done in collaboration with creative agency Curious Few and media agency PHD, the campaign has implemented a comprehensive 360-degree media strategy utilising both traditional and digital channels. The mass media component features a 30-second TV commercial and campaign visuals highlighting the product's distinctive features.

To specifically drive word-of-mouth and brand consideration among households with children and pets, Dettol has partnered with KOLs and targeted niche platforms including parenting resource "Oh!爸媽" and pet-focused "PetPetHolic" to deliver tailored content. The campaign will further engage target audiences through planned events and strategic collaborations in later phases, encouraging product trials and strengthening brand connections. It is also amplified through social platforms such as Instagram, Facebook and YouTube. 

"Dettol believes good health is the essence of a good life, and safeguarding everyone's health and wellbeing is Dettol's longstanding commitment. We have noticed that more Hong Kongers are keeping pets at home, and they have a need for a home hygiene product that is safe for both their beloved pets and kids as well," said Terri Tsang, head of marketing, Reckitt Hong Kong.

"We believe the new Dettol NATURA Multi-Surface Antiseptic Liquid can answer their needs while providing long-lasting protection for the whole family with 99.9% germ kill," Tsang added.

Don't miss: Dettol partners COLLAR's Ivy So to bring freshness to Hongkongers

Back in June 2024, Dettol collaborated with Hong Kong girl group COLLAR’s member Ivy So to promote its body wash series with a campaign namely “Freshness in bloom”, which aims to bring Hongkongers freshness. 

To amplify the campaign reach, especially So’s fans, a limited-edition Dettol x Ivy@COLLAR collective card was available in designated retail outlets.

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