Lifebuoy: Mom's real silver protection

Lifebuoy, a leading maker of body wash in Vietnam, launched a mobile campaign to market its Active Silver Technology to increase value growth and gain market share.

Campaign details

Brand: Unilever Vietnam / LIFEBUOYLead agency: MindshareRegion: APAC

Objectives

Lifebuoy is a leading brand in Vietnam in the hygiene body wash segment. It owns strong equity in 'Protection from Germs' for both its variants - shower gel and hand wash. However, market trends suggested a shift towards the beauty segment that lead to a decline in Lifebuoy's brand equity. Increasing penetration was the priority for the brand. Lifebuoy has continuously pioneered product innovation to strengthen the category. So, to tackle the concerns of Vietnamese from the emerging infection due to germs, Lifebuoy, launched...

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