Vanish promotes sustainable fashion through summer campaigns

As a market-leading stain remover brand with nearly 40 years of experience in the fabric treatment category, Reckitt’s brand Vanish has been committed to promoting sustainable fashion, in which clothes are able to live many lives both through providing solutions that remove stains and revive clothes, and engaging consumers to drive positive behavioral change.

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.”

Vanish launches a brand campaign this summer to promote sustainable fashion in a fun and engaging way, with exciting activities targeting the younger segment of consumers by using trending channels and influencers who speak to the audience.

The key theme that underpins the brand’s correspondences is ‘Clothes Live Longer with Vanish.’ “We want customers to participate in the campaign and learn how we can all help achieve sustainability in fashion by taking just a little step and modifying our behaviors to help extend the life of our items,” Feith explains.

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.

Vanish’s work is centered on redefining ‘sustainable fashion’ as an on-trend. The campaign’s goal is to encourage a transformation in cultural ideas and habits, as well as to appeal to a younger audience - to prevent waste by repurposing their old garments.

Vanish seeks to encourage profound consideration on the relationship between fashion and the environment, such as how to strike a balance by encouraging sustainable fashion in our daily lives - keeping items looking as good as new rather than updating wardrobe.

“Vanish will continue to exhibit our brand vision and dedication, as well as seeking new methods to connect with customers and enable them to experience the advantages of our goods and the principles of sustainable fashion,” Feith concludes.