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Dettol tasked ComutaNet to develop a new taxi branding campaign to promote the brand's new range of deodorants and build immediate and substantial brand awareness amongst the commuter market segment.

As with the other product extensions in the Dettol range, Dettol deodorant has excellent anti-bacterial properties. The exterior advertising was placed on 100 taxis to highlight this product benefit and showcase the three available fragrances; Moisture, Refresh and Soothe.

The campaign runs in Gauteng from September 2007 to April 2008 driving the message to thousands of economically active commuters in LSM 4-7. "We pride ourselves in creating fresh executions for longstanding household names," says Gavin Ritchie, GM: Sales and Marketing for ComutaNet "We are confident this campaign will introduce a large slice of this market to Dettol's deodorant range."