Client: Dettol (RB)
Product: Dettol Anti-Bacterial Laundry Cleanser

Overview:
The laundry cycle is something we repeat without thinking. Load. Wash. Dry. Fold. Repeat. But what if that cycle wasn’t actually doing what we thought? Dettol saw an opportunity to expose a hidden hygiene gap — and position their product as the fix.

The Insight:
Washing with detergent alone doesn’t kill the bacteria that builds up on our clothes, especially at lower temperatures. So while the cycle keeps spinning, it doesn’t actually stop the spread of germs — it recycles them.

My Role & Solutions:
I helped shape the campaign messaging and concept around this broken cycle — using it as both a literal and symbolic visual. The solution? Stop the cycle. With just one capful of Dettol Anti-Bacterial Laundry Cleanser, the cycle becomes whole — actually clean.

Execution:

Hero video and print highlighting the invisible bacteria left behind by regular detergent

Social content and statics showing how Dettol breaks the pattern

Packaging and in-store messaging reinforcing Dettol as a necessary laundry addition, not a luxury

Outcome:
The campaign successfully reframed an everyday task through a hygiene-first lens, raising awareness of unseen risks and elevating Dettol from a “nice-to-have” to a health essential.

Key Takeaway:
“Stop the Cycle” turned a simple wash habit into a moment of behavioral change — showing that great hygiene advertising doesn’t just inform, it disrupts the routine in all the right ways.

Created with:

Art Director: Brooks Hess

CD: Kate McCagg