In a continued effort to promote proper hygiene, Dettol Cool has taken its #OwnTheSweat 2.0 campaign to the Lagos National Youth Service Corps (NYSC) Camp. The initiative aims to educate corps members on maintaining good hygiene even in challenging conditions.
Engaging Activities at the Camp
During the visit, the brand engaged corps members through various activities, including fitness challenges, dance competitions, and interactive quizzes. These sessions were led by fitness instructor Ekemini “Kemen” Ekerette. Outstanding participants were recognized as ‘Cool Champions’ and received Dettol Cool branded merchandise.
Campaign Objectives
Boma Harrison, Marketing Director at Reckitt West Africa, explained that the #OwnTheSweat initiative is designed to meet Nigerians in their everyday routines. “With #OwnTheSweat 2.0 by Dettol Cool, we wanted to go beyond awareness and create real, engaging experiences in spaces where people are most active, such as the gym. It’s about showing that staying cool, fresh and maintaining good hygiene can be simple, even in demanding conditions. You can rely on Dettol Cool to get the job done,” she said.
Harrison stated that the campaign reinforces the brand's commitment to supporting active lifestyles and helping Nigerians stay fresh, protected, and confident on the go.
Focus on Real Experiences
The company emphasized that the campaign focuses on deeper, more engaging experiences in environments where movement and physical activity are part of everyday life. “Over the past two months, soaring temperatures across Nigeria have made staying fresh and comfortable more difficult. From navigating crowded spaces in sweltering conditions to repeatedly wiping away sweat, the discomfort has been widespread. For those with active lifestyles or constantly on the move, maintaining proper hygiene has become even more demanding,” it said.
The initiative came to life through a series of pop-up activations that engaged participants in real time, reinforcing the connection between active living and everyday hygiene. Rather than simply promoting freshness, the initiative demonstrated how it fits seamlessly into daily routines. The campaign kicked off in key fitness hubs across the country. At each location, participants took part in interactive fitness challenges led by trained instructors, transforming routine workouts into engaging experiences. These sessions created a practical link between performance and hygiene, allowing participants to experience the brand in context.
