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EffieWorldwide:Bronze,NorthAmericaEffies2012
ThiscampaignforLifebuoyHandwashwasconductedacross12marketsin2010
includingmostsignificantlyIndia,SaudiArabia,PakistanandArgentina.ThisLever
Brothersbrandwantedtotargethigherincomemotherstoconvincethemtousethe
handwashfortheirfamiliesbyconvincingherthatthebrandkilledgermsfasterthanits
competitors.Thiswastiedwiththeuniversalinsightthatchildrentendtorushhygiene
practicesandsoafasteractingsoapwouldproviderealfunctionalvalue.Postcampaign,
salesvolumeandvaluegrewfasterthanboththecategoryandmajorcompetitionacross
markets.

Lifebuoy: Superfast Handwash

Category:Global
Brand/Client:Lifebuoy/UnileverAsiaPrivateLimited
LeadAgency:LoweLintasandPartners

Dates

May2010toAugust2011

Country2*
SaudiArabia July2010October2011
Country3
Argentina

July2010October2011

Country4
Pakistan

MORECASESTUDIESABOUT:
SameBrand:
Lifebuoy

SameSector:

SameSectorandObjective:
Defendbrandposition

Country1*
India

SuperfastHandwash

Bathtoiletries,soaps

Markets
Country

Canpaignvideo:Lifebuoy

September2010toOctober2011

Totalnumberofcountriesinwhichthecaseranoriscurrentlyrunning:12
Totalnumberofregionsinwhichthecaseranoriscurrentlyrunning:3regions.AllexceptNorth
AmericaandEurope
*Mustbeamongthetopfivecountriesforyourcaseintermsofoverallmediaspend

Increasesales,volume
Marketshareincrease

LogOut

Criteriausedtodeterminetopfourmarkets
Wechosecountriesthatwerecrucialtooursurvivalinthehandwashmarketandwherewefoughtthe
toughestbattleformarketshare.
Thefourmarketsthatwechosewerethemostsignificanttousbecauseofthesizeofopportunitythat
theypresentedandifwedidnotfireinthesemarketsthengloballyourinvestmentbehindtheliquid
handwashformatwouldnotbeviable.
Twospecificcriteriadeterminedourchoiceofthesemarkets
1)Sizeofthepieandcompetitivepressure.
India:Thelargest,invalueterms,amongstallthemarketsthatweoperatein.WhileLifebuoywasan
establishedbrandinIndiainbarsoaps,ourcompetitorownedmorethanhalfthemarketintheliquid
handwashcategory.
Arabia:Thelargestmarketinthemiddleeast.Characterizedbyadominantcompetitorwhowasgrowing
evenlarger.
Pakistan:ThesecondlargestmarketintheIndiansubcontinentandonewheretwostrongcompetitors
playin.
2)Acceptanceconcernsandefficacycredentialsofthebrand
India,ArabiaandPakistan
Imageryandacceptance:LifebuoyHandwash,beingahighpricedproduct,wasexpectedtoappealto
higherincomegroups,whichwasatoughtask,duetothebrand'sheritageinbarsoapsandpopularity
mostlyamongstlowerLSMs.
SkepticismonEfficacy:Efficacyholdsgreatimportanceinthiscategoryandcompetitionhadan
establishedantibacterialliquidthathadbeenahouseholdnameforyears.Lifebuoy,whilestrongon
efficacy,didnotenjoyasimilarhighground.
Argentina:Lackofacceptanceofantibacterialasacategory
TheArgentinianmarkethadjustrecoveredfromswinefluwherepublicmessagingexhortedpeopleto
washwithsoapanddidnotspecifyantibacterialsoap.Hencetherewasagreatdealofquestioningon
thenecessityofanantibacterialsoap.
Argentinawouldalsoserveasausefullearningexperienceforlaunchinginmoredevelopedmarketslike
Europeduetothesimilarityofconsumerattitudestowardsthecleansingcategory.

StrategicChallenge
Inmostofitskeymarkets,ourcompetitorheldastrongplaceinhouseholdsforgenerations,duetoother
formatssuchastheAntisepticLiquidthatwasseenasan'allpowerful'antibacterialsolution.Overtime,it
hadestablisheditselfinthe'germkill'domainbyowningmanyrelevantcontexts(longlastingprotection,
protectionthroughallseasonsetc.)inmanyformats(fromfloor&surfacecleanerstosoapstohand
sanitizers)anddonethisbyestablishingtheirefficacyin'killingthemaximumgerms'.
InmarketslikePakistan,IndiaandSaudiArabia,Lifebuoyneededtostepupitsimagery.Inaddition,it
wasarelativelynewentranttotheliquidhandwashcategory.Itdidnotseemanintuitivechoiceasa
brandforapremiumoffering,likeliquidHandwashandtotakeonadominantplayer.
WewantedtotargethigherincomemotherswhowerepotentialHandwashusersandconvincethemto
useLifebuoyHandwashfortheirfamilies.Thesemothershadkidsagedbetween412yearsandwere
usingcompetitivebrands.
Whenitcametoprotectionshewasclearthatherfamilydeservedthebestandwasnotwillingto
compromiseonit.Whilethisensuredsheusedthebestthattherewas,italsoleftanopportunityforusto
getatoeholdin.Ifwecouldconvinceherthatwewerebetter,thenshewouldbeopentousingLifebuoy
asherpurchasecriteriawasnotledbybrandasmuchasitwasledbyefficacyandthecapabilityto
providethebestprotection.
Thus,themarketingchallengeforLifebuoywastomakeupforlosttimeandgrowrapidlyintheliquid
handwashmarketdespiteitsimageryandthesignificantheadstartthatthecompetitorhad.

Objectives
BusinessObjective:
#1:Growsalesvolumeandvaluefasterthancategorytogrowmarketshare.
Thiswouldbemeasuredthroughindependentsalestrackingthattheclientcommissionedthrougha
retailauditagency.
#2:StealsharefromtheCompetition.
ThesameretailauditwouldtrackbothLifebuoyandcompetitiveshares.
Perceptual:
#3:IncreasepreferenceforLifebuoyamongsthigherincomesegments(definedbyLSMandSEC)*
ThiswouldbetrackedbyaConsumerHouseholdPanel(June20102011)thattheclientcommissioned
througharetailauditagency

*LSM=LivingStandardsMeasure.Amethodofmarketsegmentationthatisindicativeofthelifestyleof
theconsumer,whicharegroupedbasisincomeandconsumerdurableownership.LSMstartsfrom0
(beingthelowest)andgoesuptoLSM19(beingthemostaffluent).
*SEC=SocioEconomicClassification
#4:EstablishtheLifebuoyPropositionasuniqueanddifferentiatedfromCompetition.
Thiswouldbedoneusingaquantitativeresearch(called'postview')amongconsumersafterthe
communicationranforatleastamonthtomeasurerecallofmessaging.

Insight
Givenourobjectives,ourstartingpointwastotacklethekeycompetitor,whichwasseenas
thepinnacleofefficacy.
Filledwiththebravadoofsomelabtestingresultsonournewproduct,werushedinto
researchingconceptsthatclaimedweweresignificantlybetterthanthecompetitorongerm
killWecouldkillevenmoregerms.Thiswasbackedupbylotsoffiguresandchartswith
almostenoughproofforaNobelPrizesubmissioninchemistry.
Theconsumersthrewitout.Withoutbattinganeyelid.Theysaidthiswasunbelievable.
Proofornoproof,theywereunwillingtobudge.That'swhenwerealizedthatbeatingthe
competitorathisowngamebygoingheadlongagainsthimwouldnotwork.Weneededto
thinksmarter.
Inthesametestthatshowedusbetterthanthecompetitor,therewasanotherparameter
thatexcitedtheR&Dscientists.Wecouldkillgermsfasterthanhim.Infactwecouldprotect
handsfromgermsin10secondswhileallotherhandwashestookoneminutetodoso!
Thiswasexcitingbutwedidnotwanttomakethesamemistakeasbeforeofjustusingfacts
andfigures.Ratherthangoinwithjusttheclaim,(Whatgoodisafasterhandwash
anyway?)welookedextensivelyforaconsumerangletoframethewholething.Itwaswhile
observingchildren'shabitsthatwehitagoldmine!
Universally,childrenarealwaysinarushorlazywhiledoingthingstheydon'tparticularly
enjoy(eg.eating,doingtheirhomeworketc.).Whenitcomestohandwashing,itisno
different.Forkids,itisanunnecessarychorethattheydoasquicklyaspossibleastheyjust
wanttobedonewithit.
Soregardlessofhowmanygermsanyoneclaimedtokill,itwouldallberendereduselessby
thehabitsofchildrentowashinahurry.

Thecampaigntitled'SuperfastHandwash"usedtheunderlyinginsightonchildren's
behaviortonotonlymakegermprotectioninjust10secondsnewandrelevantforLifebuoy
butalsotorendercompetition'shighgroundongermprotectionveryvulnerable.
Thusthedoubleblowofanewparameteroftimecombinedwiththelensofchildren's
habits,managedtodislodgeourbigcompetitorasthelastwordingermprotectionin
consumers'minds.

TheBigIdea
LifebuoySuperfastHandwash:99.9%germprotectioninjust10secondsbecausechildrenare
alwaysinahurry,especiallywhenitcomestohandwashing.

BringingtheIdeatoLife

Ourinsightwasapowerfulonethatresonatedwithyoungmothersacrosstheworld.Allmothers
identifiedwiththefactthatkidsareinahurry,especiallyfortasksthattheyconsiderchoresandwashing
handsdefinitelymadeittothatlist.
Wehadtwocreativeresponsestothebriefduetovaryingconditionsacrossmarkets.Bothcamefrom
thesamebriefandbothbroughtalivethesamepropositionofSuperfastHandwash.
Ourforemosttaskwastodisplacecompetition,especiallyincountrieswhereithadmajorityshare,for
instance,India(50%+share),SaudiArabiaandPakistan(20%+share).Inthesecountries,Lifebuoyhad
apresenceinotherformatsandwasatrustedalbeitlesspremiumbrand.Thereforewecouldatleast
refertothecompetitioninthecommunication.
Thecreativeidearesultedfromturningthepropositiononitshead,bylabelingtheothersoaps"slow1.
Wedidthisbyusinganatypicalchild,amama'sboy,whodoeseverythingheistold,includingwashing
handsforonewholeminute(subtlyimplyingthecompetition).Weestablishedourselvesasthe'normal'
kids'allysothatchildrencouldbenowbethemselvesandyetgetcompletegermprotectionwith
Lifebuoy'sSuperfastHandwash.
Whilewebelievedwehadhitthenailontheheadforthesecountries,therewasArgentinawhich
presentedachallenge.Apartfromthefactthatwewereanewentrantinacountrythatwasn'tvery
receptivetowardsantibacterialsoaps,therewasaculturalissue.The'slowsoap'communicationseemed
toremindthemofracialandbullyingissueswhichwereasensitivematterforthepeopleofthecountry.
WehadtohaveaPlanBthatwasashardhittingasthisone.
Totacklethis,wedevelopedanotherpowerfulcreativeidea,adirecttranslationoftheinsight,which

replicatedacutechildrunningthroughallthechoresathome(likedrinkingmilk,washinghands),andnot
payingheedtotheinstructionsofhisworriedmother.Inthiscase,Lifebuoyhandwashpresenteditselfas
themother'sally,assuringherofcompletegermprotectionforherchild,despitehishurriedbehavior.
Andit'sgreatforthekidstoo,astheygettolivelifeastheyideallywould,wellatleastwhenitcomesto
washinghands.
Forthemediaplan,wefollowedconventionalFMCGlogictogainmaximumreach:tocreateanrelevant
commercialandputourbetsonTelevision.ItsuitedLifebuoywellasweaimedtotargeturbanandsemi
urbanmothersinthosecountriesandTV,beingamassmedium,wouldbemosteffectivetodothat.
KnowingthatchildrenpickuphabitsfromTVeasily,weplacedthecommunicationinkids'channels.We
alsocreatedcatchphrasesforeachexecution:Isyoursoapslow'for'slowsoap'commercialand
'Superfasthandwash'forArgentinacommercial.

CommunicationsTouchPoints

MediaExpenditures
Confidential
AdditionalMarketingComponents:

Reach:
Argentina,Bangladesh,India,Indonesia,Malaysia,Pakistan,SaudiArabia,Singapore,SouthAfrica,
Turkey,UnitedArabEmirates,Australia

Results
Howdoyouknowitworked?
Mappingtheresultstoourobjectiveshowstheeffectivenessofthecampaign:
Objective#1:Growsalesvolumeandvaluefasterthancategorytogrowmarketshare
Inbothyears,Lifebuoygrewfasterthanthecategorybothinvalueandvolumeacrossmarkets

Lifebuoybeatthecategorygrowthsignificantlyinboth,volumeandvalueterms,in2010and2011.

CategoryDatawasnotavailableinPakistanfor2009asitwasnotsubscribedtobyUnileversincethere
wasnoUnileverHandwashBrandinthemarketthen.Similarly,inArgentina2009datawasnot
subscribedto.
*Argentina:TheVolumeandValuecategorydataisrepresentativeoftheentire'liquids'category(i.e.
bodywashandhandwash)asonlyhandwashasacategorywasnottrackedfortheregion.
PleasealsonotethattheArgentinadataisYTD2011(October)whiletheothercountriesareMAT
(October)2011.

EventhoughtheArgentinacategorydataisrepresentativeofbodywashandhandwash,thepercent
changeofLifebuoyHandwashisfargreaterthanbothcategories.
Dettol(Espadol)Handwashfiguresfromthesamedatashowaclosetonil(0.83%)growthinvolumeand
10.96%growthinValueterms(comparedto398%growthforLifebuoy).
Source:ClientInternalfiguresbasedonretailauditbyACNielson
Objective#2:StealsharefromCompetition

Source:ClientInternalfiguresbasedonretailauditbyACNielson
Clearlyinallthefourmarkets,wearegrowingsignificantlyfasterthanthecompetition.
InSaudiArabiawhilethekeycompetitorisgrowingtoo,wearegrowingfaster,despitebeingalate
entrant.
*Argentina:Themarketsharedataisanaverageof12monthsstartingNovember2010uptilOctober
2011asthelaunchwasinJuly2010anddataisonlyavailablefromOctober2010allothercountriesare
MATOctober2011
Perceptual:
Objective#3:ImprovepreferenceforLifebuoyamongsthigherincomesegments
Handwashisapremiumproductofferingthattargetshigherincomegroups(LSMsandSECs).In
countrieslikeIndia,SaudiArabiaandPakistan,itwasachallengetoconvincehigherincomegroupsto
bringaLifebuoyproductintotheirhomes.
However,afterairingthe'SuperfastHandwash'communication,thesalesofLifebuoyshowedan
increaseinvalueacrosscountries.Andthesesharegainsdidcomefromthehigher(thanbar)income
groups.LSMprofilingofbarandhandwashconsumersofLifebuoyshowedasignificantdifferenceinthe
incomegroups,withhandwashclearlybeingboughtbythehigherLSMinIndia,PakistanandSaudi
Arabia.

ConfidentialData
Thus,withtheSuperfastHandwashcampaignwemanagedgainentryintoaffluenthouseholdsand
establishLifebuoyasapremiumoffering.
Objective#4:EstablishtheLifebuoyPropositionasuniqueanddifferentiatedfromCompetition
INDIA
Themessageof'GermProtectionin10seconds'waspickedupby88%ofconsumers,and80%believed
that'LifebuoyHandwashwasfasterthanothersoapsinkillinggerms'!

ARGENTINA

Source:MillwardBrown,NB:greenindicatessignificantincreasevs.countryaverage
InArgentina,thecommunicationhasscoredabovethecountryaverageinlandingthemainpointofthe
adThenewLifebuoysoapeliminates99.9%ofthegermsinonly10seconds.Italsoscores
significantlyabovethecountryaverageinbeingdifferentfromotheradsinthecategory.
Thisresearchwasnotconductedinothermarkets.Howeverlookingattheresultsinothermarketswith
Lifebuoyoutperformingcompetitioncomprehensively,itwouldbeavalidassumptionthatthe
communicationhashelpeddifferentiateLifebuoysufficiently.
Anythingelsegoingonthatmighthavehelpeddriveresults?
AleadingchainofsupermarketsinIndiaBigBazaar,hadlockedoutthekeycompetitorbetweenApril

andMay2011.ThismayhaveaddedtoincreasedsalesforLifebuoyduringthesemonths.However,the
sustainedgrowththroughout2010/2011hasshownthatthecampaignwastheprimarydriverofsuccess
inIndia.
Nootherfactorssuchasprice,distribution,orcompetitormediaspendaredeemedtohaveinfluenced
results.

CopyrightEffieWorldwide,Inc.2012
EffieWorldwide,Inc.
116East27thSt.,6thFloor,NewYork,NY10016.UnitedStatesofAmerica
Tel:+12126873280,Fax:+12125579242

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