Lifebuoy: Delivering hygiene one meal at a time

Lifebuoy, a soap brand, partnered with food delivery app Swiggy in India to deliver hand-washing packs with every food delivery to encourage hand-washing practices amidst the COVID-19 pandemic.

Campaign details

Brand: Lifebuoy, UnileverAgency: Mindshare Vietnam

Strategy

Objective

Lifebuoy Liquid Handwash, faced the challenge of educating people on the importance of washing hands before eating meals. Despite heavy investments in varied media and distribution strategies, the household penetration of Lifebuoy liquid handwash was a mere 7%. This slow growth was attributed to the challenge of breaking consumer inertia towards washing hands. We had to build relevance and increase penetration for Lifebuoy liquid handwash by bringing a behavioral change in hand hygiene by reaching consumers at the moment of truth i.e. right before they consumed meals.

Traditionally,...

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