July saw Dettol activate its partnership with The Football Association (The FA) through an integrated ‘Dettol Up, Support England’ campaign which leveraged UEFA Euro 2022 and aimed to improve fan health hygiene.
Led by a TV commercial highlighting the football rituals fans adopt before watching a big match, the campaign was seeks to encourage supporters to make Dettol hygiene practises part of this regular routine.
The hero ‘Dettol Matchday Rituals’ spot follows a family and its pre-match rituals as they prepare to watch the England Women’s Team in Euro 2022.
Created by UK-based agency M&C Saatchi Sport & Entertainment, it dropped on 4 July and will air during the tournament on television and across digital and social channels.
When it comes to germs, we're 99.9% effective. When it comes to being proud partners of the @lionesses, we’re 100% behind England https://t.co/XIertzu1Zc
— Dettol UK (@Dettol_UK) June 16, 2022
The Reckitt-owned outfit, the UK’s leading disinfectant brand, is also leveraging its England Football partnerships in stadium.
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During the height of the Covid crisis in 2021 Dettol became the official hygiene partner of the England men’s and women’s senior teams, as well as with Wembley Stadium connected by EE, at the St George’s Park training base and across the wider grassroots game.
The women’s Euros work is an evolution of the brand’s ongoing ‘Dettol Up, Play On’ campaign which reinforced good hygiene habits across the game and focusing on fan specific rituals during a huge year for England’s elite teams with work created by advertising agency Treacle 7, production company Affixxius and edit house Stitch spanning social, digital and static OOH across England.
This 2022 marketing burst follows its England Football activation from March 2021 ahead of the men’s UEFA Euro 2021 tournament and its pandemic-related work last year at Wembley Stadium around the Emirates FA Cup Final.
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