Dettol’s Public Service Messages Strike a Chord With UAE Residents Amid the Ongoing Coronavirus Crisis

Press release
Published April 6th, 2020 - 06:09 GMT
Dettol’s Public Service Messages Strike a Chord With UAE Residents Amid the Ongoing Coronavirus Crisis
During March, Dettol saw the highest uplift in Ad Awareness of any brand in the UAE

As the world fights the Coronavirus, brands are doing their bit to educate and advise consumers on how to conduct themselves in the midst of this health crisis.

Personal care brand Dettol is one such brand and as per YouGov BrandIndex data it has achieved the biggest uplift in its Ad Awareness score in the UAE in March.

The brand is continuing to use their various channels to voice public service messages to “help stop the spread of respiratory viruses” and inform viewers on how to stay protected from germs (in a variety of scenarios, including travelling and playing sports). In addition, Dettol has also produced material to “fight the infodemic” around misinformation on COVID-19, highlighting the Covid-19Facts website (produced by the makers of Dettol).

The public service messages have clearly captured UAE residents attention, with Ad Awareness (whether someone has seen an advert for the brand) rising by almost 10 points, from +33.4 on the 1st March to +43.0 at the end of the month.

With the heightened awareness around personal hygiene and cleanliness at present, it is not surprising to see Consideration for Dettol rise, from +31.8 to +41.0, while Current Customer scores increased by 11.5 points to +36.3, showing that more people are now buying from the brand.

This in turn has improved Impression and Quality perceptions towards the brand along with the likelihood to recommend the brand to others. Impression, Quality and Recommendation scores for Dettol all increased by over 5 points during March.

Background Information


In the Middle East and North Africa and South Asia, YouGov has the largest pure research online panel where hundreds of thousands of people participate in surveys across 21 countries. We pride ourselves on providing first-class quantitative analysis, which offers unparalleled regional insight across the Arab world.

We have a culturally diverse team of passionate and forward-thinking researchers who are specialists across a range of industry sectors. Every day leading brands, businesses and the media trust us to offer a more accurate, more actionable portrait of what the world thinks.


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