Mentholatum HK celebrates the power of care via 'little nurse' campaign

Mentholatum Hong Kong has launched a new campaign to celebrate the power of care that transforms lives and remind us that happiness grows when we give.

Titled “Care for you every day. Everyone is a little nurse”, the campaign is a year-long initiative targeting two key groups: families and children, as well as everyday individuals.

In a conversation with MARKETING-INTERACTIVE, a Mentholatum spokesperson said that the campaign incorporates relatable, child-friendly elements for families and children, while for everyday individuals, it seeks to convey that small acts of care appeal to all ages, encouraging kindness in daily life.

The campaign comes with a cheerful and uplifting thematic song, composed by local musician Ng Cheuk Yin (伍卓賢) and performed by the Little Flower Choir. In the accompanying music video, children embody the “little nurse” archetype, spreading joy to strangers, friends and loved ones alike. Their innocent voices and heartfelt lyrics aim to remind people that even the smallest gestures can create ripples of happiness. By leveraging music and storytelling, the campaign seeks to create an emotional resonance.

To further strengthen real-world engagement, Mentholatum has brought this message to life through a series of real-world activations. For instance, it organised a surprise visit to an elderly care home, where young "little nurses" delighted residents with songs, laughter and hugs, fostering intergenerational kindness. The campaign is done in partnership with advertising agency Sunny Idea Hong Kong, and digital agencies iProspect and RWB Productions.

The brand also staged a flash mob in Tsim Sha Tsui featuring Malaysian artist Vic Teo (張與辰), during which little nurses handed out hundreds of ice creams, creating spontaneous connections with passersby. Meanwhile, a summer promotion in partnership with Mannings has been launched, offering special commemorative gifts to attract consumers. These include USB fans and retro-style cameras, designed to capture and cherish moments of joy.

Additionally, Mentholatum has teamed up with Hong Kong’s popular YouTube channel Pomato (小薯茄) on a humorous video, which shows aspiring “angels” spreading kindness while embracing the fun and imperfection of caring.

To amplify reach, Mentholatum has employed a diverse mix of promotional channels, including digital and social media platforms, which add an emotional and artistic layer to the campaign, making it more engaging across multiple platforms. Additionally, in-store promotions and on-ground activations seeks to help reinforce the brand’s presence in physical spaces.

In terms of return on investment (ROI) measurement, the spokesperson said that Mentholatum will use a mix of qualitative and quantitative metrics, including engagement metrics, sales performance, brand perception surveys, and community impact.

These activities mark the start of a larger movement, with more initiatives planned locally and regionally to keep the spirit of the little nurse growing and inspiring.

The campaign will expand to China and other regions in Asia, with more activities planned throughout the year to sustain momentum.

Michael Sin, president of Mentholatum Asia Pacific, said: "The little nurse embodies the small yet powerful gestures of care that connect us as a community. For over 135 years, Mentholatum has been rooted in care, and this campaign celebrates how these acts of kindness can inspire joy, connection, and a better world for all."

Teresa Wong, general manager of sales and marketing at Mentholatum Hong Kong and Macau, said: "The little nurse represents more than kindness - it’s a reminder that everyone has the power to make a difference. Through this campaign, we hope to spark a collective movement of care that transforms everyday moments into something extraordinary."

Adrian Li, managing partner, creative solutions at Sunny Idea, the creative agency behind the campaign, said: "Prioritising long-term brand-building requires vision and dedication, especially during challenging times. Mentholatum’s campaign embodies this approach, and we’re grateful to partner with a client who values meaningful connections that inspire trust and drive lasting success."

Don't miss: Mentholatum HK partners with Maruko characters to spread care to HKers

Back in August 2024, Mentholatum Hong Kong teamed up with characters from the Japanese manga Chibi Maruko-chan to remind everyone of the care and comfort Mentholatum products provide.

As part of the 135th Anniversary campaign, the partnership aimed to add a dose of heartwarming joy to the core creative concept, "The little nurse in all of us". Moreover, Mentholatum hoped its patrons would become little nurses themselves and pass on the love and care Mentholatum’s products have provided consumers

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