Launched in the month of June, this campaign contributed to the 19.5% growth market share that Dettol bar soap enjoyed in 2023. Ending their financial year as a market leader in the bar soap segment.

In the series of radio ads we delve into South Africa's language phenomena.

In one, we explore South African languages like IsiZulu and isiSwati. Where isiZulu has words that use the letter ‘z’ those same words exist in isiSwati but in place of the ‘z’ there is a ‘t’. We show the big impact that using a simple, small ‘t’ instead of ‘z’ will have.

In another, we explore Thobeka, a popular woman’s name and Thobekani is the lesser known and lesser used male version of this same name. The addition of two small letters - ‘n’ and ‘i’ to form ‘ni’ causes many problems.

Lastly, we explore how the simple omission or addition of 'h' to a persons surname can lead to countless misunderstanding and mishaps

Launched in the month of June, this campaign contributed to the 19.5% growth market share that Dettol bar soap enjoyed in 2023. Ending their financial year as a market leader in the bar soap segment.