Dettol commits to sustainability with The Trigger Project

With the average UK household generating over a tonne of waste each year, about the weight of a small car, Dettol is launching a sustainability campaign alongside two new eco-products: Trigger Spray Refills, and Surface Wipes made from biodegradable plant fibres.

The Trigger Project is a campaign by McCann London that introduces Dettol’s commitment to do more for the environment. It launches on TV and cinema with two commercials, each confronting significant ecological issues – like plastic in our oceans and landfill waste – and offering Surface Wipes and Dettol’s first-to-market Spray Refills, which use 70% less plastic, as a trigger moment towards a new era of responsible cleaning.

The campaign, which will run for three months, is underpinned with a pledge to make all of Dettol’s products 100% recyclable and reusable by 2025. It will be supported by aMetro cover wrap telling the full story of The Trigger Project, as well as out-of-home (OOH), in-store and social activity.

Ciaran Lyne, Dettol marketing manager, UK, said: “We believe we have a responsibility to help clean up the world and that starts at home. The Dettol Trigger Project will incorporate a range of initiatives to help reduce impact on the environment. We have a lot of work to do but this is the start of an exciting journey.”

Rob Webster, creative director, McCann London, said: “We all know the world is at a pivotal moment when it comes to plastic pollution. We needed to trigger an actual change in behaviour – and it starts by helping people understand what they can do at home. We’re really proud of this campaign that not only launches two new eco-products but could help drive behaviour that will make the planet cleaner for generations to come.”