LifeBuoy: Hajj Pack

Unilever, a consumer goods company, developed a bundle of fragrance-free products that could be bought and used globally by Hajj pilgrims visiting Mecca.

Campaign details

Brand: Hajj Pack / LifeBuoy / UnileverAgency: MagnaRegion: EMEA

Strategy

Objective

Harsh, dry weather which ranges from freezing cold to scorching hot can take a toll on the skin and most Hajj pilgrims refrain from using any alcohol-based products.

Hajj pilgrims need to remain pure of any fragrance products, and accordingly are challenged in finding hygiene products. There was a big opportunity for Unilever to deliver to the millions of pilgrims a fragrance-free bundle of products that can be bought and used globally in preparation for this trip.

The objective was to drive...

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