Kimberly-Clark has launched a campaign that aims to show contamination in labs and cleanrooms leads to low productivity, product recalls and even closures.
The “Dress for Success” campaign, which was created by Geometry Global Australia and Singapore, revolves around Kimtech Sterile Apparel, a single-use garment solution designed to the last detail to reduce human error, protecting both process and people seamlessly.
The online content features a larger-than-life product demo that gets Kimtech’s single-use apparel to face-off against reusable garments under the scrutiny of a robot arm and black light.
Kimtech is the scientific partner brand by Kimberly-Clark that provides a comprehensive and innovative range of “audit-ready” products, services, processes and training for the pharmaceutical industry. Its research shows that people are the number one cause of contamination in the cleanroom, hence everything is designed to eliminate or at least minimise human error.
In India, where the campaign is being launched, this behavioral challenge has epidemic proportions due to the established practice of using washable garments instead of single-use disposable apparel.
“These are very hard to change routines, due to the practical and financial implications”, said Dani Comar, regional executive creative director in Asia Pacific at Geometry Global. “But making the market switch to disposable sterile apparel is the single most important move towards reducing contamination events and making India’s pharma industry more competitive globally”.
“We looked into the research and the product truth was overwhelming. We wanted everyone to see this way. So we decided to scrap the conventional “sterile” approach in this field or communications and show the science behind the garment the way that sports brand would do. With drama and visual impact.”
After India, Kimberly-Clark plans to launch the campaign in China, Thailand and Australia.