Lifebuoy, the world’s number one hygiene soap brand, is back with a bang and on a mission to support better and more frequent hygiene habits.
Through the relaunch of its expert hand hygiene products and a substantial £12 million MMS campaign, kicking off 1 August, Lifebuoy will help educate consumers on how to reduce the spread of infection in a post-lockdown nation and is committed to doubling the rate of handwashing and firmly establish hand sanitising as a daily habit for everyone in Britain.
Lifebuoy was first and foremost invented to combat infectious diseases and provide effective antibacterial soap which was affordable and widely available. Fast forward to today and its mission remains the same – to change hygiene habits across the world. Lifebuoy aims to expand retailers’ offering of hygiene products, with a product for every occasion – including the Hand Sanitiser Gel available in 250ml and 50ml, along with a range of products with antibacterial properties launching across Q3including – Hand Hygiene Wipes, Hand Sanitiser Spray, Liquid Handwash, Classic Red Bar Soap and Moisturising Hand Cream + Anti-bac.
With many consumers still apprehensive of returning to their everyday lives, there has never been a more important time to educate and play a part in helping people navigate this new way of living.
The substantial campaign is not only designed to raise awareness of the importance of hygiene through its ATL and in-store activations, a large part of it is driving and supporting significant behavioural changes across the UK, including within schools, and ensuring hygiene kits are made available to the most vulnerable groups in society.
- The overarching ATL campaign which includes TV, OOH and social will be tactically placed to remind consumers to wash their hands at high infection moments during their day – from adverts on petrol pumps through to prompts at bus stops and train stations
- To encourage better hygiene habits, the brand is working towards bringing sanitiser stations in-store and around high infection areas such as coffee shops and cinemas
- A behavioural change campaign will run with influencer and consumer PR to raise further awareness
- As part of this campaign, Lifebuoy has also used its knowledge and experience from running one of the world’s largest handwashing behaviour change programmes worldwide – reaching over a billion people since 2010 – to adapt its schools programme for the UK
- The brand plans to work with more than 4,000 schools and reach over a million children from September, with teachers receiving everything they need to help drive behavioural change in the classroom. From educational materials and stickers to prompt children to wash their hands through to fun and engaging games which teach children how easily germs can spread, the programme will support both teachers and children to improve hygiene in schools as they start to re-open
- To ensure far-reaching support at a wider scale, hygiene kits, both physical and digital, will also be made available to those most vulnerable and in need. Lifebuoy products and informative materials will be sent through the charity In Kind Direct to thousands of households and schools, helping to make better hygiene habits part of everyday life
- Digital kits, filled with educational materials with clear actionable advice, will be made available for everyone to download online – especially important now that 85% of consumers want brands to provide practical information and tips to help them deal with the current situation
- At every step of the way, Lifebuoy has worked with key opinion leaders such as the Royal Society of Public Health (RSPH) to provide the most credible and trustworthy advice possible for consumers. The school programme, for example, has been approved by the RSPH and Global Handwashing Partnership
Chris Barron, VP beauty & personal care Unilever UK&I, said: “The re-introduction of Lifebuoy to the UK&I market has never been more important than it is now. With many people naturally concerned as they start to go out and about more, our role is to not just provide them with great products to use at home or on-the-go, but to also remind them about the importance of a good hand hygiene regime.
“Lifebuoy has been aiming to ‘make handwashing commonplace’ since it was launched 130 years and that ambition remains as important in 2020 as it was then, which is why we are bringing this iconic brand back to the UK&I with a range of hand hygiene products to suit every member of the family.”
The full Lifebuoy range follows the brand’s classic red and white colour combination, reassuring consumers of its authenticity and germ prevention claims. Each product clearly states the use and ingredients, ensuring optimum standout on shelf.