Dettol is the UK’s leading disinfection brand[1] with a ninety-year heritage.
But we wanted a proposition to differentiate, and connect with consumers on a deeper emotional level.
So, we partnered with the Football Association, the nation’s most loved sport, with the biggest audience.
A natural fit with our brand role – We Protect What We Love.
And a chance to instil good hygiene habits into football routines of players, parents and fans, in a more hygiene conscious world and in a year when men’s tournament football came home for the first time in 25 years.
Through our platform, Dettol Up Play On, we made hygiene relatable and exciting by targeting one aspect synonymous with the beautiful game: football rituals.
We reminded fans why they love football rituals through research, established hygiene in fan rituals with interactive hand sanitiser dispensers, showed the country the England stars’ rituals and engaged the football audience with our products through a retail partnership.
In just five months of the sponsorship, as a new sponsor with no history in football, and in a football mad year amongst a cacophony of other brand messages, we made an impact.
Our research found that purchase intent for football fans aware of the sponsorship and brand love was 17% higher than the general population, outperforming FA benchmarks.[2]
For those aware of the sponsorship, those seeing Dettol as “modern” went up 11%, perceptions of being “premium” and “appealing” went up 13% and, most importantly, purchase intent went up by 6%.[3]
[1] Nielsen MAT value share P52W to 21.03.20
[2] 2021 Sponsorship Awareness & Impact report: The FA
[3] 2021 Sponsorship Awareness & Impact report: The FA