The Campaign

To help demonstrate the effectiveness of HYGIENE, we created “The Long-Lasting Uniform”, a school uniform that can be expanded according to the average kid’s body growth rate to increase its wearability and it’s longevity when cared for with Hygiene. How It Works: Using innovate design, The Long-Lasting Uniform enables certain portions of cloth inside the shirt and pants to be hidden and expanded at a later time, increasing the garment in size from S to M to L as the child, either boy or girl, grows.

Creative Execution

Using innovate design, The Long-Lasting Uniform enables certain portions of cloth inside the shirt and pants to be hidden and expanded at a later time, increasing the garment in size from S to M to L as the child, either boy or girl, grows. You can open the seams whenever you want making it last longer. To launch the campaign, we gave away 800 long-lasting uniforms to children in need across Thailand, using direct CSR Marketing to generate Free PR.

Indication of how successful the outcome was in the market

800 children in need across Thailand received long-lasting uniforms, saving their parents precious money and giving the children the clothing and confidence they need to succeed. With this innovation and proper care, parents can now use and expand the size of these school uniforms with ease year after year, reducing the amount they spend on school uniforms by 50%. In addition, Hygiene received countless media impressions and free PR, reinforcing it position as a leading brand of total fabric care solutions.

We selected the school uniform because almost every child in Thailand wears and outgrows theirs almost every year. We wanted to show, with proper care, any clothes can last longer. Target: Thai consumers nationwide who care for their clothes and want to make sure they are long-lasting.