Healthy hygiene habits on and off the cricket pitch.
Bat. Bowl. Dettol returns in a new campaign, as part of Dettol and Cricket Australia’s partnership.
Reckitt Health marketing director Henry Turgoose says the campaign raised awareness in 2020 and this will continue.
“Bat. Bowl. Dettol worked incredibly hard for us last year in raising awareness and consideration but most importantly, protecting the game Aussies love,” says Turgoose.
“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.”
The four-year partnership was announced in September 2020 and continues until 2023, including supporting the work of community clubs and volunteers for players of all ages across the country.
Saatchi & Saatchi won a competitive creative pitch to work on the Dettol and Cricket Australia partnership. Agency creative director Flavio Fonseca says the second iteration of the campaign targets everyday moments:
“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.”
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 include Pat Cummins, Nathan Lyon, Mickey Edwards, Ollie Davies, Anika Learoyd, Tahlia Wilson and Emma Hughes, as well members of supporter group The Richies.
The integrated campaign launched 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.
Credits:
Reckitt Benckiser Marketing
Marketing Director: Henry Turgoose
Category Manager: Tala Dajani
Senior Brand Manager: Rachel Cain
Brand Manager: Orli Winton
Creative: Saatchi & Saatchi
Creative Director: Flavio Fonseca
Copywriter: Rob Gooden
Art Director: Ryder Stevens
TV Producer: Liz Nunan
Integrated Producer: Simon Davis
Strategy Director: Matthew Morgan
Group Account Director: Suze Leddin
Account Director: Charlie Keeble
Post Production: Prodigious
Executive Producer: Tim Pietranski
Offline Editor: Aleks Manou
Online VFX: Matt Brunner
AE/Online Editor: AJ Scarcella
Grade: Ben Eagleton
Music & Sound Design: Rumble Studios
Sound Designer: Tone Aston
Composer: Jeremy Richmond
Music & Sound EP: Michael Gie
Media: Zenith
Brendan Van Ryn – Investment Director
Ali Bremner – Digital Director
James Chapman – Investment manager
