Dettol promotes hygiene products via ViuTV's King Maker IV

As the pandemic continues to exist, people are more concerned about personal hygiene. As a result, Dettol has collaborated with ViuTV reality show King Maker IV to promote its new shower cream and hand sanitiser. 

With more brands entering the personal hygiene territory, Dettol was aimed at solidifying its position in its latest media campaign with PHD. With young female consumers being the target audience, PHD connects Dettol with the most discussed and viral TV programme and girl group talent competition King Makers IV. PHD captured the show's premise as an opportunity for Dettol to support and protect the contestants' physically demanding and close contact environment through Dettol’s hygiene products.

In a co-sponsorship with King Maker IV, Dettol tells the benefits of its shower cream and hand sanitiser via two promotional videos presented by the finalists. Dettol builds synergy of the solidarity and close bond among the girl group with its products. By incorporating the girls into the video of each product, they shared how the product can benefit their own skin needs and tackle their hygiene concerns.

"We recognised the critical passion points of Dettol’s audiences and established synergy between their interests and Dettol’s products. Through a strategic partnership with a relevant programme and a social media-first approach, we successfully communicate the product benefits and engage with new, hard-to-reach audiences," said Rex Tang, business director of PHD.

The videos launched on social platforms including Facebook and Instagram.

Dettol has been working with other brands to promote its products. For example, in September, Dettol helps the Standard Chartered Hong Kong Marathon implement enhanced hygiene protocols, promote health and hygiene practices, and provide hygiene products in the runner's pack for all participants. Dettol hand sanitising stations will be set up along the course and at different areas during the race and Dettol surface disinfectant products will also be used to keep the public facilities clean.

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