Dettol ad named as most effective campaign

An ad for Dettol antibacterial spray has been hailed as the most motivational ad of the year so far by TNS Research International.

Dettol advert

A nostalgic campaign for Walkers Crisps featuring Gary Lineker and Cat Deeley and Kellogg’s free cornflakes ad were ranked second and third.

Paul Baker, head of Mercury, the division of TNS that conducts the research, believes that the Dettol ad tapped into public concerns over recent health scares.

“An increased awareness of protecting yourself and your family against germs, caused by the recent publicity of swine flu and E. coli, is likely to have contributed highly to its success,” he says.

Viewers completed a questionnaire to determine their emotional response to the ads, and to assess their motivation to buy the product or service advertised.

Baker says: “We know that the more an ad emotionally connects with the consumer, the more likely they are to act on it.’

The Mercury rankings are updated on a quarterly basis to provide clients with feedback on adverts as they launch. The final results for 2009 will be revealed in January.

More than 200 ads were rated between April and September and the Top 10 were:
1. Dettol
2. Walkers
3. Kellogg’s
4. iPhone
5. Tesco
6. Premier Inn
7. Morrisons
9. Currys
10. Jacob’s.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here