Dettol cool

Client: Reckitt Benckiser

Dettol Cool

How to create market value in a highly commoditised bar-soap category


Dettol wanted to grow their personal care business in high-growth developing markets like India, Saudi Arabia, Malaysia, South Africa and China. Our global innovation programme explored the consumers’ needs through in-depth immersions and ethnography.

What we did

Our insight discovery process uncovered a previously unseen insight which helped resolve the tension between the reality - 75% of Indians wash in cold water – and the aspiration – an invigorating experience closer to a modern showering experience.

Dettol - Happen Innovation Agency


Dettol ‘Cool’ is Reckitt Benckiser’s most successful bar soap innovation in India. Lead SKU in India.

Personal Care

Emerging markets

All in all, we are very pleased....especially because we know there is a "bank" of very good ideas & concepts that we can take to a next round of pre-BASES and further fill a pipeline.  So, much credit is owed to you guys!

Chris Tedesco

Innovation GBMM Dettol

Reckitt Benckiser

Industry Personal Care

Happen's perspective

It is always exciting working in different markets but we found uncovering such a powerful, yet simple, insight with the Reckitt Benckiser team an amazing experience.

Our People