Cleaning brand Dettol has unveiled a London Fashion Week-inspired campaign that satirically blends high fashion and hygiene to spotlight the importance of laundry.
Devised by social-focused McCann Content Studios, the campaign introduces the tongue-in-cheek ‘House of Déttol’ concept as London’s flagship fashion event gets into full swing.
Highlighting the brand’s ‘faux couture’ collection, including the rush-hour sweat-soaked ‘Swea-T-shirt’ and the dirt-stained ‘Little black death’, the work raises awareness around the hidden dangers of bacteria in clothing.
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“We understand that laundry might not be the most exciting topic for many, but fashion certainly is. That’s why we’re thrilled to launch Dettol’s new ‘O’dour couture’ campaign at the same time as the iconic London Fashion Week,” Dettol marketing manager, Nikki Hayward said.
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“We can’t wait to see this campaign come alive on social media and billboards across London, capturing attention and sparking conversations about the crucial role of laundry hygiene in achieving a fresh, germ-free and fashion-forward look. Our partnership with McCann Content Studios has been fantastic, and we’re excited to see the impact of this collaboration.”
The campaign will be further amplified by a short film as well as fashion influencer partnerships on both Instagram and TikTok. High-impact out-of-home posters will equally appear throughout London.
McCann Content Studios creative director, Bianca Eglinton added: “Our goal was to take a bold step into the world of high fashion, using satire to make Dettol culturally relevant and unforgettable. We wanted to push boundaries and create something that’s truly unique for the category. Fashion and hygiene are two worlds that don’t often collide, but with ‘O’dour couture’, we’ve brought them together in a way that’s both fun and informative.
“It’s about more than just killing germs; it’s about elevating the conversation around laundry care and making it as talkable and stylish as the clothes we wear.”