Campaign details
Brand: LifebuoyAgency: MullenLowe Group
Summary
Selling soap and sanitiser during the worst global health crisis in living memory.
Easy, right?
Wrong.
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.
By creating timely, memorable rituals, we were able to relaunch a 125 year old brand back into a market that had completely forgotten it.
And by understanding the media landscape we helped Lifebuoy give a fearful British public a...