“If you choose the right space for your brand, you increase your chances to bring real value and, therefore, stay authentic,” added Beaulieu.
The company also has guidelines for substantiating its green claims, which Beaulieu believes keeps Reckitt “compliant and relevant.” Agency partners are expected to work within its set frameworks. Reckitt also works toward the World Federation of Advertisers’ Planet Pledge.
“Life has never been more exciting for a marketer. Never,” he said. “If you embrace sustainability, you get on a growth journey.”
Post-pandemic brand building
Reckitt brand Dettol, a disinfectant that saw sales growth of 12% during the first year of the pandemic, continues its global mission to educate and promote daily hygiene habits.
One element of this is “Hygiene Quest,” an online content series launched at the 2021 United Nations Climate Change Conference. It aims to reach 100 million children globally by the end of 2026. And it applies media to get the word out, especially in Asian and African countries, he added.
“We amplify that message for social in all the right mediums,” said Beaulieu. “So, we do it in places where it matters.”
