Pine O Cleen encourages people to be Germ Wise this winter

The parent company for Pine O Cleen and Glen 20, Reckitt, has released a new campaign for winter via Now Screen.

The campaign encourages customers to stay “Germ Wise” this winter and features Pine O Cleen Multipurpose Wipes, Pine O Cleen Laundry Sanitiser and Glen 20 Spray.

The new spots warns families of germs when grabbing comfort food, in a cosy blankets, or on favourite toys. The spots end on the tag line: “Be Germ Wise this winter”.

Pim Bolyn, marketing manager at Reckitt, said: “People are much more germ aware than they were. But given how well Australia has managed the pandemic so far, not everyone sees the need to maintain quite the same high levels of hygiene. But germs don’t discriminate and it’s important to remember that stopping the spread of germs isn’t just something that happens once in a lifetime; it’s something that can make a tangible difference to everyday family life all the time.”

“I’ve been writing ads for sprays for two decades and previously it was just something that cleaned,” said Dana Holder, global creative director at Now Screen. “So it’s really exciting to be able to re-look at the whole category in a fresh light and explain it’s not just about cleaning, but that being Germ Wise can have a positive impact on your family’s health and well-being too.”

The campaign will run on Free-to-Air, online video advertising, and in-store.

Now Screen has previously launched campaigns for Reckitt for Pine O Cleen, Nurofen, and Dettol.

Last December, Glen 20 launched a campaign via Host/Havas Sydney to raise awareness of its ongoing partnership with Meals on Wheels Australia.

Reckitt was previously known as RB, and rebranded in March 2021.


Client: Reckitt
Marketing Director ANZ, Hygiene: Saurabh Jain
Category Manager: Pim Bolyn
Senior Brand Manager: Leo Rempe
Assistant Brand Manager: Jackson Sharp

Creative Agency and Production Company: Now Screen
CEO: Mark Silcocks
Client Service Director: Colin Murace
Global Creative Director: Dana Holder
Senior Writer: Mardi McConnochie
Art Director: Manuel Rey
Global Producer: Tania Templeton
Producer: Renata Macri
Director: Jason Wingrove
Editor: Esteban de la Concha

Media: Zenith


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