Dettol targets Nigeria’s growing fitness culture with nationwide Gym campaign

Dettol is stepping up its marketing push in Nigeria with a new campaign aimed at tapping into the country’s growing fitness culture, as more urban consumers adopt active lifestyles and wellness trends.

The hygiene brand, owned by Reckitt, said it will roll out gym pop-up events and school programmes across major Nigerian cities as part of the second phase of its #OwnTheSweat campaign. The initiative will run in Lagos, Abuja, Kano and Port Harcourt over the next two months, targeting gym users and students with activities that combine fitness and hygiene awareness.

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Considering over 80 percent of Nigerians commute daily, and average temperatures range from 25°C to 35°C, Nigerians are no strangers to sweating. Dettol Cool soap is designed to help Nigerians stay fresh and confident no matter the heat. Dettol Cool offers 99 percent germ protection, a cooling sensation that lowers skin temperature by up to 5°C, and long-lasting defence against body odour, making it an ideal hygiene companion for individuals constantly on the move.

Through the gym pop-ups, Dettol Cool will partner with select fitness centres to host immersive games and fitness challenges that test participants’ endurance, agility and confidence while reinforcing the brand’s role in supporting active lifestyles and Nigeria’s growing fitness culture.

The campaign will also extend to schools through the Cool School Pop-up, introducing a new generation of Nigerians to the benefits of freshness, protection and confidence while encouraging healthy hygiene habits among students.

Read also: Be a hero, one hand wash at a time: Dettol champions good hygiene with FG, partners

Boma Harrison, marketing director, Reckitt West Africa, at the second iteration of this campaign, said, “The success of the previous edition of Dettol Cool #OwnTheSweat showed us that Nigerians with active lifestyles are ready to embrace Dettol’s cooling confidence that prioritises hygiene. With #OwnTheSweat2.0, we are expanding the experience to reach even more people through gyms and schools, creating opportunities for Nigerians to celebrate movement, push their limits and stay confident knowing they are protected by Dettol Cool.”

Using #OwnTheSweat2.0, Dettol Cool will continue to reinforce its commitment to offering 99 percent protection against germs and cooling confidence for Nigerians living active, on-the-go lives.