Mentholatum HK inspires HKers to embrace their inner 'little nurse'

In celebration of its 135th anniversary, Mentholatum Hong Kong has inspired everyone to embrace their inner "Little nurse" with a new campaign.

Centering on the theme of “Little Nurse”, the year-long campaign is done in collaboration with creative agency Sunny Idea Hong Kong, media agency PHD Media Hong Kong, video production house HelloNick, director Nick Lim, key visual production house Sunhouse Studio, and Fan Kar Long Studio.

The 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.

In a conversation with MARKETING-INTERACTIVE, Adrian Li, managing partner, creative solutions, Sunny Idea, said the campaign targets a broad audience in Hong Kong. “The campaign's message of everyday kindness and care transcends demographics, aiming to inspire everyone to embrace their inner 'Little Nurse' and make a positive impact.”

As part of the campaign, a master video has been launched on YouTube. The heartwarming narrative of the video showcases the Little nurse engaging in acts of care in everyday scenarios, aiming to remind viewers of the positive impact they can make on others.

Taking a strategic approach to delivering relevant and personalised content for all walks of life in Hong Kong, the campaign has utilised various online and offline channels including out-of-home and digital. A digital panorama at the MTR Hong Kong Station takes centre stage, aiming to invite commuters to interact with the Little Nurse, for instance, hide and seek via motion sensors and reminding them of the inherent kindness and care within each of us. 

Additionally, the campaign has launched programmatic digital out-of-home ads that deliver timely care messages based on real-time data signals, such as the UV index, ensuring high relevance to the audience's surrounding environment. 

Moreover, Mentholatum will soon leverage Spotify and YouTube director mix to create customised video content based on viewers’ lifestyles, interests, and contextual triggers, further personalising the message of sending love and care.

Apart from the Hong Kong market, the campaign will further extend its reach to various markets in the APAC region with an array of initiatives planned throughout the year, aiming to unite them under a common theme and foster a sense of community.

Michael Sin, president of Mentholatum Asia Pacific, said: “For 135 years, Mentholatum has been a trusted name in providing care and comfort to people around the world. This milestone anniversary is an opportunity to celebrate our heritage, the enduring spirit of the Little nurse, and the values of love and care that guide us.”

Teresa Wong, general manager of sales and marketing, Mentholatum Hong Kong and Macau, said “We believe everyone has the potential to be a Little nurse by showing compassion and care in their daily lives. Through this campaign, we hope to inspire acts of kindness and create a ripple effect of positivity that extends throughout our communities.”

"The Little nurse is more than just a logo; she represents the inherent kindness and care within each of us. We wanted to capture this spirit and inspire a movement of everyday care in Hong Kong," Li said. 

Samuel Ho, general manager, PHD Hong Kong, said: "We are delighted to be a part of Mentholatum’s 135-year anniversary campaign, with strategically placed, captivating media executions that spark consumers’ imagination and pay tribute to the rich heritage of the brand and the enduring spirit of the Little nurse.”

Established in 1889, Mentholatum has been providing products that offer comfort and care to its customers. The Little nurse, symbolising the company's commitment to serving society, has been an integral part of Mentholatum's identity for over a century.

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world! 

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