Led by purpose, driven by impact: Reckitt formula for marketing effectiveness

For over 60 years, Reckitt has been an integral part of the lives of all Sri Lankans, offering the market a range of solutions that have grown into household names in the consumer healthcare segment, enhancing the hygiene, health, and nutrition, of people across the country.

The Reckitt team started 2022 on a momentous note with its brands, Dettol and Strepsils, being recognised by the marketing fraternity, at the SLIM Effie Awards 2021 and the SLIM Digis 2.1. The awards lauded work done by Reckitt in the previous two years, to effectively communicate with its consumers and make a difference in their lives. Dettol was also ranked as the ‘Most Loved Brand’ in Sri Lanka by LMD Magazine.

Speaking on the journey, Reckitt Benckiser Lanka Head of Marketing Shaminda Perera said: “Over the years, we have offered a range of trusted solutions that have positively contributed to the lives of Sri Lankans around the island. 

From Dettol to Harpic to Lysol to Durex to Strepsils to Enfa, our brands have helped people live cleaner, healthier lives – and our role as a consumer healthcare solutions provider has been even more vital in the last two years with the pandemic. Being recognised by the fraternity validates our approach to marketing, and it’s something we continuously evolve to meet consumer needs.”

Dettol was recognised in the ‘Social Media’ and ‘Influencers’ categories for its “#HandWashingChallengeSL” campaign at Effie Awards Sri Lanka 2021. The Effie Awards Sri Lanka, organised by the Sri Lanka Institute of Marketing and held in partnership with Effies International, celebrates campaigns that personify marketing effectiveness, while Strepsils’ “#IWishIHadAStrepsils” campaign was adjudged a finalist in the ‘Healthcare’, ‘Small Budgets Products & Services’, and ‘social media’ categories.

Dettol’s “#HandWashingChallengeSL” was also awarded Silver in the ‘Best Response to COVID-19’, ‘Best Use of Branded Content’ and ‘Best Use of Content Platforms’, at the SLIM Digis 2.1, which is held by the Sri Lanka Institute of Marketing to recognise innovative and effective digital marketing campaigns.

“Consumer wellbeing is at the heart of everything we do as a brand, and consumer education is a cornerstone of our marketing approach. When the pandemic began, the need for solutions that safeguarded health grew immensely, as did the challenges of getting products to consumers and educating them on ways to stay safe and healthy. It was a national crisis and as a leading healthcare brand, we knew we had to step up our efforts and find new solutions to meaningfully reach people across the country. 

“This is where our purpose-led approach to product development and delivery came to the fore,” noted Reckitt Benckiser Lanka Marketing Manager Chathurika Fonseka.

Speaking about the campaign by Dettol, Nutrition, Reckitt Benckiser Lanka Marketing Manager Tehan Samarasinha said: “The pandemic was an unprecedented global occurrence and people were scared because there was a lot, we didn’t know about it. What we did know was that staying clean was key to staying safe. The lockdowns changed how people receive their information. 

“Digital came to the fore, and we realised that the messengers in the household would be the younger generation. Recognising this helped us better reach more families using digital channels – which both the Dettol and Strepsils campaigns were successful in doing.” Tehan was instrumental in leading Dettol’s communications effort during the onset of the pandemic.

The Brand’s campaign for Strepsils, the most common sore throat medicine in the world, focused on using interesting storytelling to deliver an important message that not just got consumer attention but also educated them on safeguarding their health and finding relief for common health issues.