With the prevalence and fear of COVID disappearing we needed to remind New Zealanders that keeping up their hygiene routines, was still as important as ever – germs were just as prevalent.
Change the rational, fear-driven messaging we've generally been exposed to when it comes to personal hygiene (particularly during the beginning of the COVID outbreak) and instead create cut through with fun and engagement, still underpinned by education.
With the help from science-celeb Nanogirl, we created the Germ Geniuses and invited all Kiwi kids to join us and become one too. Getting involved was as simple as picking up a free science kit when you spent $20 or more on any Dettol products at Countdown. Families learnt about the super powers of soap through The Big Bubble Experiments and the Super Soap Experiments, all the while increasing the basket spend of Dettol products..
+50% Sales uplift – display.
29% Sales (highest units per visit purchased online redemption  of kits).