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Dettol
Break The Cycle
Video | Talent | Editorial | Social
When Dettol wanted to raise awareness for its Laundry Sanitiser, I created Break The Cycle, a challenge-style show featuring popular cleanfluencers.
Dettol needed to raise awareness and drive consideration among Millennials for its new Laundry Sanitiser, the only product on the market that kills 99.9% of germs and delivers hygienically clean clothes.
Today’s stars are cleaning up—literally. Popular cleanfluencers like Mrs Hinch have amassed billions of views with their dazzling dirty-to-clean transformations on Instagram and TikTok. For the rest of us, channelling our inner neat freak isn't always easy, especially without the right know-how.
My strategy bridged that gap, helping the hygiene-challenged level up their routines with tips from cleaning royalty—and, of course, Dettol Laundry Sanitiser.
Break The Cycle was a challenge-style cleaning show reimagined for social.
Each episode followed a Millennial creator dealing with a hygiene headache that hit close to home for Dettol’s audience—think unwashed aprons for messy foodies or kids’ gym kits for busy mums. After a quick confessional, a cleanfluencer swooped in with tips, tricks, and hacks to save the day.
The show premiered exclusively on TikTok, tapping into the platform’s passionate #CleanTok community, before being rolled out across the web.
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