Lifebuoy: Use any soap

Jonathan Nienaber, Cleef Chong

During the Covid-19 pandemic, Lifebuoy, a soap brand, launched a campaign to promote using any soap brand to maintain hand hygiene across Asia.

Campaign details

Brand: LifebuoyBrand owner: UnileverAgencies: MullenLowe Lintas Group India, MullenLowe SingaporeMarket: Asia (general region)Sector: Bath toiletries, soapsMedia channels: Online display, Online video, Point -of-purchase, in-store, Print - general, unspecified, Radio & audio, Social media, Television, Word of mouth, influencersBudget: 3 - 5 million

Executive summary

In its early days, COVID-19 was considered an epidemic, and people did little to stay protected. As the situation escalated, speculative and harmful advice, such as rubbing bleach on the body, started to spread fast. Before the WHO declared a...

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