The Business Marketing Group comes clean with Dettol

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AUCKLAND, Thursday: Parnell agency The Business Marketing Group (TBMG) has unveiled a new piece of work for Reckitt Benckiser – currently screening on TV.

Working with Dettol NZ, TBMG created The Squashables – a pack containing a cheeky fidget popper with germs printed on which kids can squash, information and a sticker chart to help parents teach their kids about keeping their hands clean.

Dettol brand manager Amy Vu said: “It helps solve one of the hardest problems every parent faces: Teaching kids to wash their hands.

“Our insight was that in order to educate kids you have to entertain them. We thought squashing germs with your fingers was entertaining. This led to our creative idea.

“This is the second year of our partnership with Countdown to promote hygiene education.”


“The Squashables hand washing educational kits are a great to ensure our youngsters form healthy hygiene habits from an early age. They allow our children to experiment in fun and engaging ways.

“This is the second year of our partnership with Countdown to promote hygiene education.”

TGMB’s Ben Cochrane said: “Big thanks to Amy Vu and the team at Reckitt Benckiser, as well as the stellar effort from Jeremy Slee and the Image Group team on the print side. Plus of course the incredible Arvid Ericsson for the tvc.

The Dettol gift with purchase campaign is currently in Countdown stores nationwide, with promotional material across instore POS, Digital / VOD, TVNZ & Discovery.


Client: Reckitt Benckiser: Dettol
Senior Brand Manager, Dettol ANZ: Amy Vu
Assistant Brand Manager, Dettol ANZ: Simon Li

Agency: TBMG
Managing Director / Strategy: Ben Cochrane
Creative Director: Craig Farndale
Client Services Director: George Sim
Head of Design: Ross Davies
TV Producer: Sarah Hough

Production: Image Group
Director, Animator, Editor: Arvid Ericsson
Managing Director: Jeremy Slee

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