Dettol highlights importance of personal hygiene with campaign featuring Miffy

Reckitt's brand Dettol is introducing a campaign featuring cartoon Miffy to promote the importance of good personal hygiene to a wider audience in the new academic year.

This comes as hygiene and germ protection have remained the top of mind for many HongKongers despite entering the post-pandemic era. As such, Dettol hopes to continue its effort in protecting and caring for public health as we enter the new academic year.

In a conversation with MARKETING-INTERACTIVE, Dettol’s spokesperson said the campaign aims to encourage the public to maintain good hand hygiene as it is the first shield of germ protection.

The products we launched in this campaign are designed to protect our everyday lives from indoors to outdoors, with a touch of cuteness to make the hand washing and cleaning experience even more fun.

With Miffy being seen as one of the best-known and most popular characters, the brand hopes to leverage the "power" of Miffy to appeal to a broader target audience, including Miffy lovers, young adults, and families of different age groups, said the spokesman.

This year is also the Year of the Rabbit, so it’s basically the best timing for us to collaborate with Miffy, the adorable bunny, for this campaign.

In addition to press release and media engagement, the campaign focuses on promotions via diversified digital channels, including parenting and lifestyle KOL and micro-influencer engagement, social media postings, and social community engagement through media partnership.

The campaign also comes with a series of promotional products. Starting from early September, Dettol will gradually launch a series of limited-time personal hygiene products featuring Miffy at various sales channels, including major supermarkets, personal care retail stores, pharmacies and HKTVmall.

“Protecting people’s best moments is Dettol’s longstanding commitment. With this vision in mind, we are very excited to collaborate with Miffy, one of the most popular characters in the world, for the first time to promote the importance of good personal hygiene through a series of limited-time products that take care of our everyday lives, from indoor to outdoor,” said Boudewijn Feith, general manager, Hong Kong, Taiwan and Macau, Reckitt.

“With our expertise and most trusted hygiene and disinfectant products, we hope everyone can enjoy the Autumn season and the start of a new and exciting school year with peace of mind. We are glad to see the positive and encouraging responses from the market, and we will continue to seek out new opportunities to be anywhere for our consumers,” he added.

Don't miss: Dettol and Carousell partner up to enhance users' second-hand shopping experience

Back in May, Dettol and second-hand marketplace Carousell joined hands to help buyers and sellers maintain good hygiene habits through online and offline promotions including a giveaway event. This came as a consumer study by Dettol Hong Kong showed that 60% of consumers were concerned that germs would be brought back home from the outside, and 91% expected businesses to implement additional protective measures. 

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