To celebrate the launch of their new handwash product, INEOS has unveiled a bold brand campaign titled 'You Can Handle Anything.' The campaign highlights the indispensable role of hands in our daily lives, offering a departure from typical hygiene advertising strategies.
The INEOS hygienics brand emerged during the COVID-19 pandemic when INEOS leveraged its chemical expertise to quickly establish factories and donate hand hygiene products worldwide. The new hand wash range features ingredients that promote well-being and reduce stress and fatigue. Consumers have given the product high marks, with research showing it outperforms the UK's leading hand wash in terms of fragrance, lather, cleansing, and moisturizing.
Creatively developed by The&Partnership, the campaign film was handcrafted in collaboration with director Maria Sosa Betacor, Biscuit Productions, and the CounterPress studio. The film captures the daily tasks our hands perform and reinforces the significance of hand care, positioning INEOS' hand wash as a crucial part of consumers' lives.
Media planning and buying was handled by Wavemaker, ensuring that campaign placements align with INEOS' key growth audiences, particularly young families and health/well-being enthusiasts. You Can Handle Anything is part of INEOS' broader brand platform, 'GO HUMANS,' aimed at empowering individuals to reach their full potential with the aid of INEOS hygienic products. The campaign launches on September 12th across various channels.
Hand Hygiene Campaigns
INEOS Launches New Hand Wash Range with ‘You Can Handle Anything’ Campaign
Trend Themes
1. Wellbeing Hand Hygiene - The integration of ingredients that promote wellbeing and reduce stress and fatigue in hand hygiene products has the potential to disrupt the hand wash market.
2. Creative Hygiene Advertising - The departure from typical hygiene advertising strategies, as seen in the INEOS 'You Can Handle Anything' campaign, presents an opportunity for brands to creatively showcase their hygienic products in a way that resonates with consumers.
3. Empowering Brand Platforms - INEOS' 'GO HUMANS' brand platform empowers consumers to reach their full potential with the aid of INEOS hygienic products, highlighting the potential for brands to create campaigns that inspire and motivate consumers beyond just product promotion.
Industry Implications
1. Hand Hygiene Products - Hand hygiene product manufacturers can consider integrating ingredients that promote wellbeing and reduce stress and fatigue to differentiate and offer added value to their products.
2. Hygiene Advertising Agencies - Hygiene advertising agencies can differentiate themselves by offering creative solutions that depart from typical hygiene advertising strategies, as seen in the INEOS 'You Can Handle Anything' campaign.
3. Personal Care Brands - Personal care brands in the hygiene space can consider developing brand platforms that go beyond just product promotion and inspire consumers to reach their full potential, as seen in INEOS' 'GO HUMANS' brand platform.