Lifebuoy: Using Planning to Strike Gold

Lifebuoy, a hygiene soap brand, launched a campaign to reintroduce the brand to the UK market during the pandemic and encourage people to clean their hands in the right way at the right time.

Campaign details

Brand: Lifebuoy Agency: MullenLowe Group


Selling soap and sanitiser during the worst global health crisis in living memory.

Easy, right?


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.

In this environment, creating effective communication meant first getting past people's natural desire and ability to screen it out! Which gave us our final principle;