Brand: Lifebuoy Agency: MullenLowe Group
Selling soap and sanitiser during the worst global health crisis in living memory.
This paper is about doing more than just selling soap. It's about how planning uncovered people's real motivations and emotions and used those to create a brand that was seen as a genuine public service.In this environment, creating effective communication meant first getting past people's natural desire and ability to screen it out! Which gave us our final principle;