Dettol’s Cricket Australia partnership enters its second year with a new campaign from Saatchi & Saatchi. With over half of Australians back in lockdown due to the pandemic, Dettol is calling on all Aussies to continue their healthy hygiene habits in order to protect both the game of cricket (every little bit of it), and the people they love.
“Bat. Bowl. Dettol” comes off the back of Saatchi & Saatchi winning a competitive creative pitch to work on the Dettol and Cricket Australia partnership.
Henry Turgoose, marketing director of Reckitt Health, said: “‘Bat. Bowl. Dettol’ worked incredibly hard for us last year in raising awareness and consideration but most importantly, protecting the game Aussies love. Building on its initial success, we wanted to help shape the return of the game, both at a grassroots and national team level, and embed healthy hygiene habits across a range of occasions relevant to the sport.”
Leveraging Dettol’s partnership with Cricket Australia, the campaign also features Australian cricketers from all parts of the game, including the Australian Men’s team, the Big Bash League (BBL) and the NSW State Women’s team. Players included Pat Cummins, Nathan Lyon, Mickey Edwards, Ollie Davies, Anika Learoyd, Tahlia Wilson and Emma Hughes as well members of the famous supporter group, ‘The Richies’.
Flavio Fonseca, creative director of Saatchi & Saatchi Australia, added: “The second iteration of the ‘Bat. Bowl. Dettol’ campaign moves beyond cricket stadiums and into the everyday moments where cricket loving Aussies interact with this beautiful game. From removing unwanted germs after painting stumps on a wheelie bin to quickly sanitising your hands before enjoying a post-match sausage sizzle, Dettol plays a key role in protecting us from germs.”
The integrated campaign launches with a 30” film running across TV and BVOD, supported with product specific content across Facebook and YouTube, OOH, in-stadium collateral, display media and owned channels.
