The marketing objective
Lifebuoy, India's #1 soap brand, with an annual penetration of 67%, has built its equity as the best soap for "Protection against germs". At a time when consumers were oscillating more towards beauty soap brands (which dominate 74% of India's US$ 2.2 billion worth soap category), driving consumption by building greater relevance for hand-washing was the biggest challenge. Our main objective here was to:
- Increase key brand attribute (i.e. "Protect effectively from germs") score by 300 BPS
- Drive saliency by chasing TOP of Mind Awareness' within the category
Having said that Lifebuoy is guided by its brand...