Vanish launches a brand campaign this summer to promote sustainable fashion, with activities targeting the younger segment of consumers by using trending channels and influencers who speak to the audience. The key theme is ‘Clothes Live Longer with Vanish’.

As Boudewijn Feith, General Manager of Reckitt Hong Kong and Taiwan, remarks, “With Vanish, sustainable fashion is an affordable option. As a sustainability supporter, Vanish exhorts people to stop wasting garments.”

During the summer campaign, Vanish teams up with Kilby Chan, a young female celebrity, for a thematic TVC that highlights the five main advantages of Vanish Oxi Action Powder. In the TVC, Kilby assumes the roles of five different members of a “girl band” each of whom stands for a different benefit, including stain removal, germ killing, preventing color transfer, odor removal, and whitening.

For the first time, the company collaborates with a local illustrator and coffee shop to host a one-month pop-up in Sheung Wan, featuring original souvenirs designed by the illustrator. An online engagement game is established to encourage customers to check-in and share their fondest memories at the pop-up on Instagram for a chance to win the souvenirs home.

The one-month pop-up is launched in collaboration with Coffee & Laundry, a takeout coffee shop with a 24-hour self-service laundromat, and Little Thunder, a well-known local illustrator in Hong Kong. The collaboration aims to portray the benefits of Vanish in an artistic and lifestyle context, with the charming characters designed by Little Thunder particularly for the campaign found throughout the popup area. The characters represent frequent laundry problems and the power of “Vani5h Girl,” and how Vani5h Girl solves the headaches, exactly as Vanish solutions efficiently maintain garments in pristine condition in every wash.