Dettol's Slogans & Taglines

Dettol is a hygiene and antiseptic brand founded in 1932 by British bacteriologist Dr. William Colebrook Reynolds, who developed the original formulation to protect mothers from postpartum infections in maternity hospitals. Officially launched in 1933 by Reckitt & Sons, the brand quickly expanded from hospital use into households, establishing itself as a trusted germ-protection solution across more than 120 countries. Core offerings have evolved from the flagship antiseptic liquid into a comprehensive portfolio spanning soaps, hand washes, body washes, surface disinfectants, and kitchen cleaners, comprising over 200 products across 13 categories. Brand messaging has evolved from the foundational promise Strong enough to protect the ones we love to the assurance platform Be 100% sure, and more recently to the emotional positioning Protecting what matters most and We protect what we love, reflecting a strategic shift from clinical efficacy to family-centric care. Today, Dettol is the world's number one antiseptic brand, used over 2,000 times every minute globally.