Lifebuoy: The Ritual of Karma Wash Off

Lifebuoy, the soap brand, created a meaningful brand association with an important festive season to reach millennials in Vietnam.

Campaign details

Brand: LifebuoyBrand owner: UnileverLead agency: Mindshare VietnamContributing agencies: Global MullenLowe, MullenLowe Mishra, CTO � TOPGROUP, Moworks Production StudioMarket: VietnamIndustries: Mobile & apps, Online video, Social media, Virtual & augmented reality, Websites & microsites, Word of mouth, influencersMedia channels: Bath toiletries, soapsBudget: 500k - 1 million

Executive summary

Tet (Vietnamese Lunar New Year) is the busiest and most cluttered season of the year in Vietnam. And one that a hygiene brand like Lifebuoy isn't usually associated with. In order to answer the challenge of...

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