HONG KONG: Working together for the first time, Reckitt Benckiser and Wunderman Thompson Hong Kong have released Dettol’s latest campaign, “Protect Your Loved Ones”.
Wunderman Thompson Hong Kong was appointed in May 2020, following a pitch for Dettol’s brand equity campaign.
“Protect Your Loved Ones” appeals to the modern relationships between mother and son, whilst drawing links between COVID-19 and the 2003 SARS epidemic, and highlights the subtlety of a mother’s love to showcase Dettol’s essential role in protecting the ones we love and creating a safe environment for all.
“At Reckitt Benckiser, we exist to protect, heal and nurture in our relentless pursuit of a cleaner and healthier world. Our brand Dettol is a trusted brand around the world which helps families stay protected by killing harmful germs and creating safe environments for everyone to thrive in. Wunderman Thompson Hong Kong’s idea stood out to us during the pitch with their ability to transform our brand values into a story that Hong Kongers can relate to,” said Frankie Li, Marketing Director HKTW, Reckitt Benckiser.
“We are humbled to work with the Hong Kong team of Reckitt Benckiser. Now more than ever, brands like Dettol play a large part in keeping our community safe, and we couldn’t be happier to participate in a project that allows both Dettol and Wunderman Thompson to support the people of Hong Kong,” said Matthew Parry, Managing Director, Wunderman Thompson Hong Kong.
Watch the launch film here: