Overview

The Dettol Cashback promotion was part of Reckitt Benckiser’s broader marketing strategy to address challenges posed by increasing competition, shifting consumer behaviour and price sensitivity.

With rising hygiene awareness, especially post-pandemic, Dettol aimed to maintain its leadership in the germ protection market. However, one of the key challenges Dettol faced was balancing the need for widespread public health education with effective consumer engagement in a cluttered marketplace.

Solution

Dettol Health is Wealth created a layer of value whilst generating excitement and impact at the point of sale. The campaign had two elements as a cashback solution in isolation would be unlikely to generate as much engagement and impact. Although cashback was an essential element of this campaign to reduce price sensitivity among consumers while promoting the habit of regular use of hygiene products.

Hence, in addition to delivering an assured ₹40 cashback via Paytm or bank transfer on selected Dettol products, consumers could also win more substantial prizes in the form of gold coins up to the value of 1Kg in weight.

By combining assured cashback with the allure of the chance to win larger rewards like gold coins, Dettol effectively positioned itself as a brand offering both health and wealth to its consumers.

Impact

This strategy incentivized purchases and strengthened brand loyalty, especially when hygiene awareness was high. Dettol also leveraged broader social campaigns like the viral #HandWashChallenge on TikTok, which garnered over 18 billion views, enhancing digital engagement. This multi-pronged approach of combining consumer engagement, innovation, and health education reinforced Dettol’s leadership in the germ protection market.