In an industry with no margin for error, contamination in labs and cleanrooms leads to low productivity, product recalls and even closures.
Kimtech, the scientific partner brand by Kimberly-Clark Professional, launched a campaign to target the pharmaceutical industry in Asia Pacific. Research shows that people are the top 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. 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,” says Dani Comar, Geometry Global’s Asia-Pacific Regional ECD.
Created with Geometry Global Australia and Singapore, a multi-faceted approach was developed to engage with production managers proactively and get them to be part of that change.
The ‘Dress for Success’ campaign 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.
Mr Comar explains, “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.”
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.
Other campaign channels include a new website, online advertising, customised black light demos on premise and trade-fairs, CRM and a large toolkit of various promotional materials.
The campaign has launched in India, and future plans include China, Thailand and Australia.