Mentholatum HK partners with Maruko characters to spread care to HKers

Mentholatum Hong Kong has 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 aims to add a dose of heartwarming joy to the core creative concept, "The little nurse in all of us".  
 
Also known as “Mentholatum’s little nurse meets Chibi Maruko-chan: Spreading care together”, this wave of activation centres around “Little nurse x Chibi Maruko-chan" limited-edition premiums and products. 
 
Moreover, Mentholatum hopes its patrons will become little nurses themselves and pass on the love and care Mentholatum’s products have provided consumers. 
  
The Chibi Maruko-chan series, known for its heartwarming portrayal of family, friendship, and everyday joys, perfectly complements Mentholatum's message of love and care. The collaboration aims to bring smiles to faces while reinforcing the brand's legacy of providing comfort and support to the local community. 
 
Available throughout August, the campaign targets customers aged between 18 and 44 who are health conscious, interested in beauty and personal care products, also comics and animatic fans. 
  
Done in collaboration with local creative agency Sunny Idea Hong Kong, the campaign features refreshed thematic video content across TV, online platforms, and social media.  
 
The videos incorporate the beloved Chibi Maruko-chan family and friends, adding a layer of lightheartedness with their signature expressions and interactions  throughout the city. 

This activation reinforces Mentholatum's commitment to caring for the community, reminding everyone of the integral role its products play in daily life. By partnering with Chibi Maruko-chan, Mentholatum aims to deliver this message with a touch of joy and nostalgia, resonating with people from all walks of life. 
 
The campaign also adopts a digital-first strategy, by focusing on building reach and frequency via YouTube and Meta’s social platforms, as well as some third-party platforms; complemented with traditional TV and instore visibility.  
 
In collaboration with key retail partners Mannings and Watsons, Mentholatum is offering exclusive premiums redeemable with product purchases. These include practical items like tumblers, encouraging hydration during the hot summer months, and umbrellas, providing protection from both sun and rain. 
 
"Chibi Maruko-chan's values of family, friendship, and everyday care align perfectly with Mentholatum's legacy. This collaboration allows us to connect with the community in a fun and engaging way, reminding everyone of the importance of self-care, even in the smallest moments, and the role our products play in bringing comfort and joy to everyday life," said the Mentholatum Hong Kong team. 
 
“By partnering with Chibi Maruko-chan, we're able to tell the story of 'The Little Nurse in All of Us' in a way that feels both familiar and fresh. Their iconic voices and relatable experiences add a layer of warmth and humour to the campaign, making the message of everyday care even more engaging and accessible," said the Sunny Idea team.

Don't miss: Mentholatum HK inspires HKers to embrace their inner 'little nurse'

This comes as part of a new wave of the brand's 135th anniversary campaign. Centering on the theme of “Little Nurse”, the year-long campaign aims to celebrate Mentholatum's history of love and care and the integral role its products have played in people's lives. Moving beyond product-focused initiatives, it also aims to reinforce its brand identity and connect with consumers on an emotional level.

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