The marketing objective
Lifebuoy, India's #1 soap brand, with an annual penetration of 67%, has built its equity as the best soap for "Protection against germs". At a time when consumers were oscillating more towards beauty soap brands (which dominate 74% of India's US$ 2.2 billion worth soap category), driving consumption by building greater relevance for hand-washing was the biggest challenge. Our main objective here was to:
- Increase key brand attribute (i.e. "Protect effectively from germs") score by 300 BPS
- Drive saliency by chasing TOP of Mind Awareness' within the category
Having said that Lifebuoy is guided by its brand purpose of safeguarding people against life threatening diseases and hence driving hand hygiene behavior change was a key mission.
The Target Audience
Lifebuoy's target audience spans across the consumer income pyramid (see supporting doc 1) of "elite", "affluent", "aspirer", "next billion" and "strugglers".