Hygienix is a challenger soap brand that wants to increase brand awareness. With the competitor being a legacy brand that own more than 90% market share, we had to create a campaign that will be on budget, but also capture the attention of our target audience. We took a lighthearted and relatable approach to combating germs, as opposed to the serious and family-oriented tone of the market leader.
The Shower Rangers campaign was pushed on social media with the Germdugo character, the king of the Germs, interacting with celebrity pages and creating his own content as the formidable foe of the rangers.
The nod toward superhero team TV shows that dominated Philippine screens in the 1990s was a choice that aligned with the brand ’s strategy. “We wanted to change the conversation around the antibacterial category and show that though it is a serious matter, it can be fun and entertaining–yet still credible,” says Splash Corp.’s Joyce Jacobe. “Germ killing is actually a serious business, but we did it in a fun way while maintaining credibility. Splash Corp. has been pushing the envelope when it comes to creating ads. We’re irreverent, and ironically, credible in delivering the brand promise.”
Role: Head of Social Media
Work: Social Media Strategy, Social Media Campaign execution, Community Management, Social Content
Company: Publicis Jimenez Basic
Campaign Date: 2016
