滴露 × 玩具总动员联名痛街

2026年09月12日-2026年09月15日

上海 延庆路147号-延庆路123弄6号

项目传播

项目现场

滴露携手迪士尼玩具总动员落地上海「痛街」联名主题快闪，是品牌跨界经典童年IP、推进品牌年轻化转型的重要线下营销项目，打破洗护品类传统刚需式传播逻辑，以情怀潮流场景重构大众对居家清洁品牌的认知。

项目整体以治愈童年动画为核心基调，打造沉浸式IP主题街区，空间造型与场景制作高度还原动画氛围，街巷式展区集结胡迪、巴斯光年、草莓熊等巨型角色艺术装置，复刻多部动画经典名场面，构建完整且极具代入感的童趣打卡街巷。展区兼顾体验与陈列功能，创新设置趣味洗手互动装置，将品牌抑菌清洁核心卖点融入玩具冒险剧情，直观具象化传递科学除菌洗护理念；同时开设联名好物专属专区，集中发售IP限定洗护套装与主题周边，并配套街区集章打卡任务，完成互动即可解锁限定徽章与赠品。

活动依托玩具总动员的全民情怀号召力，精准覆盖亲子家庭与年轻潮流群体，将枯燥的日常洗护科普转化为沉浸式趣味体验。凭借“痛街”潮流街区的高出片属性，持续激发小红书、抖音等平台的UGC探店传播，实现产品场景化种草、洗护理念科普与品牌年轻化调性输出，形成内容传播、用户沉淀与产品转化的完整营销闭环。

Dettol launches the co-branded “Tong Street” themed pop-up with Disney Toy Story in Shanghai, serving as a key offline project for the brand’s youthful transformation. Breaking the traditional rigid publicity mode of daily cleaning products, it reshapes the public’s perception of domestic hygiene brands through sentimental and trendy scenario marketing.

Centered on classic childhood animation aesthetics, the project builds a fully immersive IP-themed street. elaborately decorated with giant installations of Woody, Buzz Lightyear, Strawberry Bear and other classic characters, restoring iconic animation scenes and forming a continuous, highly interactive check-in street view. The venue integrates experiential display and product presentation, with interesting hand-washing interactive facilities that visualize Dettol’s antibacterial technology and integrate hygiene concepts into toy adventure storylines. A dedicated co-branded merchandise zone launches limited-edition cleaning sets and IP peripherals, together with stamp-collecting challenges for exclusive badges and gifts.

-end-

图片及内容来自网络及品牌公开信息，出处见网络

文字来自 AI 编辑完成，AI信息自我辨识