Dettol HK introduces new cleanliness standard with new campaign

Reckitt’s brand Dettol has launched a new promotional campaign starring Taiwanese actor Greg Hsu (pictured) to introduce a new standard of cleanliness for clothing.

The campaign comes as Dettol has launched a new product named Dettol propod equipped with its TRU-PROTECT technology, which provides antibacterial and deodorising factors to eliminate odour on clothes and fabric items. 

Also known as “Dettol propod – eliminate odour by killing germs” (除臭先除菌), the campaign is done in collaboration with creative agency Curious Few, media agency PHD and PR agency Current Global. The campaign will run from April to June 2024.

While the campaign targets laundry users, particularly young individuals and couples, it has chosen Hsu as the brand endorser. A spokesperson from Dettol told MARKETING-INTERACTIVE that Hsu's healthy, family-oriented, and caring image aligns with the laundry, homecare, as well as Dettol's brand image. 

In terms of the medium of promotion, the spokesperson said the campaign has utilised various channels to reach the mass audience and build advertising awareness. This includes TVC and out-of-home (OOH) advertising such as advertisements on MTR, bus bodies and outdoor billboards. It has also incorporated digital and online platforms to engage with the target audience.

To specifically target household users and encourage product trials, Dettol has collaborated with local shopping malls to engage their app users through point redemption. This aims to reach out to household users effectively and establish long-term relationships with the malls.

Dettol has also partnered with Emperor Cinemas to distribute samples of its new product, aiming to recruit young couples users. “The launch matched the release of 18×2 Beyond Youthful Days, Hsu’s latest movie."

In terms of marketing strategies, the spokesperson said Dettol has studied consumer research and market data, insights, and consumer needs to dig out business potential. “This enabled us to work with our creative agency to come up with creative direction and crafted core message to address Hong Kong consumer needs.”

Boudewijn Feith, general manager of Reckitt Hong Kong and Taiwan, said: “Reckitt adheres to put people first and is committed to providing consumers with high-quality hygiene protection through Dettol in pursuit of a cleaner and healthier world.” 

“I have been living in Hong Kong for nine years and have been deeply troubled by the humid weather every Spring and rainy season. Freshly washed clothes are difficult to dry quickly and are likely to breed bacteria, which leads to an unpleasant odour and makes people feel unhygienic. In view of this, we launched the new formula of Dettol propod, an all-purpose antibacterial laundry pod to help Hong Kong residents eliminate odour from source in achieving 72-hour antibacterial resistance,” Feith added. 

Don’t miss: Dettol and PHD partner up to bring Japanese Sakura experience to HK

Back in March, Reckitt’s brand Dettol and media agency PHD joined forces to bring a delightful Sakura experience from Japan to consumers in Hong Kong with the latest media campaign.  

Inspired by the popular Japanese Sakura season, the campaign features the Dettol ProSkin Sakura Series, which goes beyond its trusted germ protection to indulge everyone in skin moisturisation and sweet scent of Sakura. The series aims to provide a multipurpose and unique solution that caters to complete wellbeing. 

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world! 

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