Reckitt Benckiser awards Dettol Digital to Euro RSCG

Euro will handle the launch of Dettol high performance For Men, a new range of soap and shower gel designed just for men. The project is to include social media executions for the pre-launch and launch phases in Singapore.

The appointment came about via the agency’s existing relationship with Reckitt Benckiser in Malaysia.

This is the first time that Euro RSCG Singapore has partnered with Reckitt Benckiser for a digital project. The agency network is already the global AOR for Reckitt Benckiser’s ATL business.

“Launching a new product in any market is an exciting challenge, but what will make this particularly interesting is driving buzz around the launch on social media,” said Andrew Crombie, CEO, Euro RSCG Singapore and Malaysia. “Since Singapore is one of the most socially connected markets globally, it makes sense to tap this channel for a wide range of marketing campaigns – something we use to considerable success for a number of our clients.”

Matt Fanshawe, managing director, Euro RSCG Asia Pacific added that the network is particularly pleased at the opportunity to expand its relationship with Reckitt Benckiser for several reasons, “They are a key global client, we have a strong relationship with them in Malaysia, and launching a product range in a new market is a rare and exciting challenge, and one that we greatly look forward to.”