Dettol’s iconic germ protection logo is set to be replaced, at least for a while, with stories of unsung COVID-19 warriors including cab drivers, home makers, nurses and students, the brand’s company Reckitt Benckiser said.
To be packaged as the ‘Dettol Salute’ packs, the new logos will be available for 45-60 days in five lakh stores including e-commerce platforms, kiranas and super markets, The Economic Times reported.
Reckitt regional marketing director, South Asia, Dilen Gandhi told the paper this the first time Dettol’s logo is being replaced and other markets may replicate this “India move”. He added that consumer behaviour could be “accelerated” due to the move, but market share is not the aim.
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The push is part of the brand’s ‘Banega Swasth India’ programme debuted in 2013 and will debut on four million 200 ml Dettol original liquid handwash packs, the report said.
Reckitt in November 2020 announced that it would double its investment in the campaign to 20 million British pounds, and had in an analyst call in April 2020 said it was “increasing its marketing spend in India” with messaging around reining in the coronavirus.
Reckitt’s global sales grew 11.8 percent last year, with China, India and the United States being its three largest markets contributing to nearly 50 percent of its overall business.
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