dettol activ-botany
Dettol is one of the world's most trusted hygiene brands, known for its powerful germ protection and deep-rooted legacy in health and home care.
Industry
Personal Care
Geography
GCC
Impact
Successful category entry + brand perception shift
Services
Brand Strategy + Film + Advertising + PR Comms + Activation
" Reckitt partnered with Mojo to launch Dettol Activ-Botany, a major innovation for the brand: a plant-derived, gentle care face and body wash range made specifically for women. This marked Dettol’s first entry into the beauty-led personal care space - a bold step beyond its antibacterial heritage."
Dettol holds powerful equity in protection and germ-kill but has long been perceived as clinical and harsh—particularly by women in the beauty and self-care category.
As the brand expanded into plant-based personal wash, the challenge was twofold: redefine Dettol’s tone for a beauty-minded female audience, and establish credibility in a highly competitive space dominated by emotional, gentle, and naturally aligned messaging.
Reckitt was looking for a partner with deep category experience to deliver a full end-to-end solution, from brand and launch strategy to campaign identity, messaging, creative development, and integrated rollout.
The work not only introduced a new sub-brand but redefined Dettol's relevance for a new generation of women seeking both care and confidence in their cleansing routine.
Mojo developed the full Activ-Botany platform - positioning it as a range that allows women to nurture themselves with the same gentleness they offer others. Through a strategic shift in tone, identity, and storytelling, we moved Dettol from 'family protection' to self-care, from '99.9% germ-kill' to 100% plant-derived gentle care.
The strategic and creative direction of the communication was built the Science of Nature campaign - driven by a suite of creative assets including key visuals, TVC, motion content, influencer strategy, outdoor, in-store POS, and PR.
from protection they trust
> to gentleness you deserve.
Mojo helped Dettol expand its story - evolving from a symbol of household care to a celebration of personal care, created for women ready to give back to themselves.
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