Hansaplast’s Auntie Susan raps her way into wound care awareness

Hansaplast Singapore has brought back its beloved character Auntie Susan in a quirky new video campaign to promote proper wound care and its latest Hydrocolloid plaster.

The Instagram video opens with a woman slicing fruits in her kitchen while chatting on the phone, surrounded by potential hazards such as sharp scissors and durians. As she reaches for a knife, her phone slips and injures her foot, kicking off a montage of everyday accidents.

A businesswoman gets a papercut at work, a young girl scrapes her knee while skipping, and a woman falls off her bicycle, all played by the same actress.

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The video then cuts to Auntie Susan, who returns with a new rap performance to remind the injured characters to “heal it right”. She highlights two key steps: cleanse with Hansaplast Wound Spray to remove dirt and germs, and cover with the Hydrocolloid plaster to protect the wound and speed up healing.

The campaign video ends on a cheerful note, with the characters following her advice and dancing along to the catchy tune. The caption on Hansaplast’s post reads, “Auntie Susan is BACK… and she’s got a fresh rap to keep your wounds in check."

The brand positions the Hydrocolloid Plaster as “thin, comfy, and advanced”, offering second-skin protection and faster, scar-free healing, a playful reminder, as Auntie Susan puts it, that there’s “no need to act smart and air your wound”.

MARKETING-INTERACTIVE has reached out for more information. 

Hansaplast joins a growing list of brands turning to music and pop culture to engage audiences. In July, McDonald’s Malaysia turned up the heat with a hip-hop collaboration featuring local artists MK K-Clique and TUJU to launch its new Spicy Chicken and Spicy Lemon Chicken burgers.

According to Chin Mei Lee, chief marketing officer at McDonald’s Malaysia, the move was about “celebrating the bold, spicy flavour our fans love, while turning up the heat with a collaboration that feels truly local and fresh”.

Meanwhile, Coca-Cola teamed up with SGAG and MGAG earlier this year for a humorous Chinese New Year jingle. The two-minute clip followed a young couple’s trip to Johor Bahru to visit family, using humour to highlight the social pressures of meeting extended relatives — and offering some lighthearted relief for festive stress.

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