With the prevalence and fear of Covid disappearing, Reckitt Benckiser's Dettol brand wanted to remind New Zealanders that keeping up their hygiene routines was still as important as ever – germs were just as prevalent. We developed a cross-category gift with purchase campaign exclusively for Countdown Supermarkets, called Dettol Germ Geniuses.
Partnering with Kiwi celeb-scientist Nanogirl, we invited kids to join us and become a Germ Genius too. Getting involved was as simple as picking up a free science kit when you spent $20 or more on any Dettol products at Countdown. Families learnt about the super powers of soap through The Big Bubble Experiments and the Super Soap Experiments, all the while increasing the basket spend of Dettol products. A comprehensive in-store point of sale suite was created, as well as a take-over on the Countdown Online site.
RESULTS:
This campaign garnered several awards and nominations including a 2022 Silver award in the SHOP! Retail Marketing Awards for Integrated Path to Purchase Campaign. Overall sales increased by +50%.
Partnering with Kiwi celeb-scientist Nanogirl, we invited kids to join us and become a Germ Genius too. Getting involved was as simple as picking up a free science kit when you spent $20 or more on any Dettol products at Countdown. Families learnt about the super powers of soap through The Big Bubble Experiments and the Super Soap Experiments, all the while increasing the basket spend of Dettol products. A comprehensive in-store point of sale suite was created, as well as a take-over on the Countdown Online site.
RESULTS:
This campaign garnered several awards and nominations including a 2022 Silver award in the SHOP! Retail Marketing Awards for Integrated Path to Purchase Campaign. Overall sales increased by +50%.
