Unilever Lifebuoy: Bond of love on mother's day
Campaign details
Brand: Unilever / LifebuoyAgency: Mindshare PakistanCategory: Relationship Building/CRMRegion: APAC
Objective
In Pakistan, mum is queen of the family, and mothers and daughters share a special relationship in the local culture that can be leveraged for brands.
Lifebuoy has been celebrating this special bond, yet the brand recently experienced a disconnection from its consumer base with the category getting crowded.
As a result, Lifebuoy Shampoo, one of the leading haircare brands in Pakistan, was seeing a decline in its market share.
Things were looking...