Safeguard releases new campaign via Grey Hong Kong to celebrate 30 years of protection
From the familiar bar of white soap used by mothers to wash their children’s hands to the fragrance of soap that accompanies families resting in the shade after a fresh shower, Safeguard has been a reassuring presence in the lives of families in China and always with the added attention placed on health protection.
With its decades-long existence in so many households, the brand decided to celebrate its 30 years in a unique way by creating a limited-edition scent that accentuated the Safeguard memories of childhood and family nostalgia, alongside a film and other social communications.
To most people, the scent of Safeguard is also the scent of protection.
The online campaign created with Grey Hong Kong was launched featuring Chinese celebrity Gong Jun who also participated in numerous public events to promote the limited-edition fragrance. The film was distributed across digital platforms such as Weibo and WeChat and is a week long campaign.
Fanny Fan, President, Personal Cleansing & Care China and Global Safeguard Franchise, said: “We are thankful to you all. With the scent of Safeguard, may protection stay unchanged and continue to make every person feel reassured and cared for.”
Joe Yue, Creative Partner of Grey Hong Kong, said: “Safeguard is an important brand that has been a part of households in China for three decades. We wanted to make this campaign special and to celebrate this significant event. What better way than a holistic campaign featuring a limited edition signature scent filled with nostalgia!”
Credits
Grey HK
Joe Yue – Creative Partner
Jennifer Kong – Creative Director
Lisa Wan – Creative Director
John Lo – Head of Production
Duffy Lau – General Manager
Jesppie Poon – Group Account Director
Frankie Lo – Associate Account Director
Becky Lai – Account Manager
P&G China
Fanny Fan – President, Personal Cleansing & Care China,
& Global Safeguard Franchise
Elise Shi – General Manager, Personal Cleansing & Care China
Qiu Tian – Brand Director
Jing Jing Xu – Senior Brand Manager
Erica Li – Communications Director
Patrick Lin – Communications Manager
Safeguard 30th Anniversary – Creative Agency
Topic Guangzhou
