Campaign takes to the road

As with the other product extensions in the company's range, Dettol deodorant is formulated to have excellent anti-bacterial properties. The exterior advertising was placed on 100 taxis to highlight this product benefit and showcase the three available fragrances: Moisture, Refresh and Soothe.

The campaign began in Gauteng in September last year and runs to April 2008, driving the message to thousands of economically active commuters in LSM 4-7. Says Gavin Ritchie, GM: Sales and Marketing for ComutaNet, “We are confident this campaign will introduce a large slice of this market to the client's deodorant range.”