KAO's Attack refreshes brand image to resonate with young consumers in HK

To celebrate its 35th anniversary in Hong Kong, KAO Corporation has refreshed the brand image of its laundry brand Attack, and is inviting Hongkongers on free tram rides on 25 July.

This comes as Attack’s image has been skewed toward tradition, the rebrand aims to reposition the brand as fresh, modern, and appealing to younger consumers.

In light of this, Attack is reinventing itself with a bold new look—vibrant packaging, a refreshed logo, and dynamic storytelling—all designed to resonate with today’s youth while staying true to its legacy of powerful cleaning and germ-killing performance, said a spokesperson from KAO in conversation with MARKETING-INTERACTIVE.

“Through bold visuals, engaging campaigns, and a fresh brand voice, we’re reintroducing Attack to Hong Kong - not just as a market leader, but as a modern, forward-thinking champion of clean, convenient, and responsible laundry care.”

Furthermore, Attack will focus on three core values, including leveraging the exclusive "Exceed Sunshine Sterilisation" technology for Hong Kong's living environment and humid weather.

Another core value is a diverse range of laundry products from basic cleaning to professional antibacterial, including virus elimination, dust mite prevention, odor resistance, and washing machine drum mildew prevention, meeting the diverse needs of different families.

Last, but not least, the refreshed brand also actively promotes sustainable development by using "responsibly sourced RSPO certified palm oil" to reduce the environmental impact of palm tree cultivation; employs "phosphate-free formulas" that protect the ocean to minimise the impact of wastewater discharge on the ecological environment; and uses recycled plastic for product bottles to practice the concept of green living.

Targeting housewives and young couples, the campaign aims to modernise Attack’s brand image while honouring its legacy of powerful cleaning and "Exceeds Sunshine Sanitisation" technology.

“The key components of our strategy include launching vibrant new packaging and a refreshed logo, emphasising our advanced antibacterial technology, and highlighting our commitment to sustainability through eco-friendly practices,” added the spokesperson.

Running until the end of August, the 360-degree campaign will leverage various media touchpoints, including outdoor advertising, television, and social media, to effectively engage consumers and reintroduce Attack as a fresh, modern, and responsible brand.

To celebrate this transformation and to further engage with consumers, the brand is inviting everyone to ride trams for free on 25 July. The campaign is further amplified through out-of-home ads on tram bodies and shelters, Sogo TV wall, billboard at Aberdeen Tunnel & Tate’s Carin Tunnel, MTR stations, Airport Express Line domination and residential building lobby TV. Social media and supermarket in-store POSM will also be leveraged.

Virginia Tai, vice president, marketing of KAO (HK), "We are thrilled to announce the rebranding of Attack, Hong Kong's number one laundry detergent for the past 35 years. This campaign marks an exciting new chapter for our beloved hero brand, and we invite all our consumers to celebrate with us on free tram day, 25 July. We look forward to celebrating this milestone with everyone!"

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