The Mannings Cat Encourages Hong Kongers to Take Sleep Seriously in New Campaign

Sleep quality is a major issue in Hong Kong, ranking among the top three health concerns of Hong Kong people. Mannings, as the largest health and beauty chain in Hong Kong, wants to address and alleviate this concern, and together with agency DDB Group Hong Kong, have created a new campaign promoting its wide range of products and professional health services, to help Hong Kongers sleep better.

Mannings has always advocated embracing a healthier lifestyle and to better understand how Hong Kong consumers currently felt about health, recently partnered with world-leading market research and consulting company, Ipsos, to launch a major study investigating health concerns in Hong Kong. Over 2,500 people were surveyed and results showed sleep was the 3rd largest health concern.

Healthy sleep is essential for physical, mental and social wellbeing, and depth, duration, continuity and timing of sleep are all critical aspects for overall sleep quality. The good news is that Hong Kong people can turn to a variety of sleep remedies and Mannings boasts an extensive range of products that help reduce stress and enhance sleep quality. These include health supplements rich in key ingredients such as melatonin, GABA, and herbal extracts, and skincare, hair care and bathing products infused with relaxing fragrances and able to be incorporated into a self-care routine in support of optimising sleep. Expert advice on product usage, as well as healthy sleep habits, are also all part of the services at Mannings. 

The Take Sleep Seriously campaign, as well as raising awareness of the importance of sleep, demonstrates Mannings’ dedication to improving Hong Kongers’ sleep quality with specialty products and tips, through an online video. The video showcases a variety of ways and means people can ensure a better night’s sleep and features a reworked version of Brahm’s lullaby, with specially written lyrics. The Mannings Cat sweetly sings along as it kindly inspires people to improve sleep quality in different ways. The video concludes with the lullaby slowing, as people gently fall asleep with the help of Mannings products. 

Kayley Hui, marketing director, health and beauty, Hong Kong, Macau & China at DFI Retail Group, said, “Our 'Take Sleep Seriously' campaign aims to raise awareness about the importance of quality sleep for overall health and well-being. By offering products and services that enhance sleep and relaxation, we hope to encourage our customers to prioritize sleep and make informed choices for a healthier lifestyle.”

Frankie Fung, chief creative pfficer at DDB Group Hong Kong, added, “We're thrilled to partner with Mannings on their 'Take Sleep Seriously' campaign, which addresses a significant health concern in Hong Kong. Our collaboration allowed us to create an engaging thematic video that captures the importance of quality sleep, featuring a unique twist on the iconic Brahms' lullaby. We hope this campaign inspires Hong Kongers to invest in some sleep self-care, and not only have one less health concern, but also experience all the many benefits of regularly getting a good night’s sleep.”

The campaign will run online, across social media, outdoor and in-store for the month of October.