
Dettol partners COLLAR's Ivy So to bring freshness to Hongkongers
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Hygiene brand Dettol has collaborated with Hong Kong girl group COLLAR’s member Ivy So to promote its new body wash series with a campaign namely “Freshness in Bloom”, which aims to bring Hongkongers freshness this summer.
Featuring the two original floral fragrances from the new series, Rose & White Musk (玫瑰及白麝香) and Violet & Chamomile (紫羅蘭及洋甘菊), the campaign targets people who are looking for floral fragrances and feel refreshed after showering in the summer.
Inspired by nature, the ProFresh series is formulated with seven types of quality natural essential oils, and they can help clean and moisturise the skin without leaving toxic chemicals, Dettol's spokesperson told MARKETING-INTERACTIVE.
This is Dettol's second collaboration with So following the first one back in 2022 featuring its hand sanitiser product. Given that So’s young, sweet, energetic and refreshing image matches with the two new floral fragrances, this time, the campaign aims to express the “So Fresh” moments naturally.
Furthermore, the popularity of So can further amplify the awareness of the two new products and the whole series. So can also bring the brand promising organic reach and create buzz in COLLAR’s fans community, said the spokesperson.
To amplify the campaign reach, especially So’s fans, a limited-edition Dettol x Ivy@COLLAR collective card is also available in designated retail outlets.
Available from June until August, the two-month campaign aims to deliver the floral fragrance, refreshing feeling and skin benefits from the new body washes. The campaign also features So in a TV commercial, where her "So fresh" image naturally shows how it wants its consumers to feel after using the products.
The TVC has launched on TV, online videos and owned social media platforms. Creatives with So are also featured in out-of-home ads at MTR stations and bus bodies, as well as print ads.
Despite the TVC starring So, Dettol is also introducing a pop-up event at Hysan Place in Causeway Bay from 4 to 14 July, also known as the Dettol ProFresh “Freshness in Bloom” Experience Lab. There will be multiple check points for consumers to participate in to redeem limited edition of Dettol x Ivy@COLLAR collectables. Furthermore, So will visit the pop-up on 4 July to share her views on selecting body wash and how to stay fresh and charming.
In terms of marketing strategies, the spokesperson told MARKETING-INTERACTIVE that So’s ads has been launched on TV, online videos and owned social media platforms. Creatives with So are also featured in OOH (MTR & bus body) and print ads.
Dettol also collaborated with Mannings for exclusive promoter offers during the pop-up store period for a limited edition of Dettol x Ivy@COLLAR folder upon a certain amount of purchase of the two new fragrances of the body washes at the President Theatre outlet in Causeway Bay.
Boudewijn Feith, general manager of Reckitt Hong Kong & Taiwan, said, “Dettol understands Hong Kong people’s needs in skincare and cleansing. Thus, we specially launched the two new Dettol ProFresh Body Wash, allowing them to cleanse and moisturise their skin with floral fragrances and have refreshing feelings with Dettol trusted germ protection. 99% of users agreed their skin feels refreshed and hydrated instantly after usage† and received a 100% recommendation rate†. We are confident to always provide consumers with a healthy and refreshing shower experience.”
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