'Makes Any Bottle a Bottle of Dettol' shows consumers in a cheeky tone that any trigger bottle they have lying around the house can be turned into a bottle of Dettol thanks to the brand's new Refill product. Be it a used Dettol bottle, another bottle, a fancy bottle, a cactus shaped bottle and even... Our rival's bottles. This little Refill Dettol bottle makes any bottle a bottle of Dettol. It playfully depicts a solution to a real consumer convenience problem; uptake is low because there is a perceived ‘hassle’ barrier with 22% of consumers referencing hassle as number one barrier outside of cost and distribution.