Dettol launches into laundry category

RB UK is set to do what it does best – create a new category segment and drive category growth through innovation, with the introduction of its Dettol Antibacterial Laundry Cleanser.

dettol-laundry-cleanser-soothing-lavenderA key concern for mums is the eradication of germs in the house to keep the family happy and healthy, but with 82% of consumers now washing clothes below 60ºC germ kill in the laundry is one mums are just beginning to understand and worry about. This new launch by Dettol, a brand trusted by millions of mums in the UK, represents a major opportunity for retailers and is set to replicate the success already seen by its introduction in Italy and Germany where the product has created markets worth €70m and €30m respectively. The launch of Dettol Antibacterial Laundry Cleanser will be supported by a £3m+ advertising and promotional campaign which started in September.

Germ kill in the laundry load is a growing issue due to changes in UK washing habits where consumers have moved to washing clothes at lower temperatures. The focus of detergent advertising is all about dialling down temperature – to help save energy and do your little bit for the environment. Whilst the cleaning power of detergents is effective at low temperatures when you wash at below 60ºC germs are not killed in the wash and consumers are at risk of spreading dangerous bugs:

• To get rid of faecal bacteria effectively you need to wash at higher temperatures

• When you wash mixed loads of underwear, tea towels etc. at 30ºC you create a bacterial soup

• Children’s clothes tend to carry a lot more germs

To support the launch and drive sales Dettol will be working with Dr Pixie McKenna, Bounty, Mummy Bloggers and the media, to implement a high profile promotional campaign which will focus on educating consumers about the implications of low temperature washing.

Dettol Antibacterial Laundry Cleanser is designed to be added to every wash for hygienically clean laundry. It is available in two variants:

– Dettol Antibacterial Laundry Cleanser Fresh Cotton 1.5L RRP £4.59

– Dettol Antibacterial Laundry Cleanser Soothing Lavender 1.5L RRP £4.59

“Since its launch in 1933 Dettol has grown to be a global brand that is recognised in more than 60 countries around the world. Trust in the brand has allowed Dettol to grow from its initial first aid position to a brand with more than 40 products. Today, Dettol is not just about effective cleaning, we want to do more for a healthy environment. Dettol Antibacterial Laundry Cleanser is all about letting the consumer wash at the desired low temperature but with the confidence that they will have hygienically clean laundry.” Jerome Lemaire, RB UK Marketing Director

Reckitt Benckiser

www.RB.com