Wednesday, December 06, 2006

Brand Update : Lifebuoy

Lifebuoy has extended its positioning from " Protection from germs" to Continuous protection from germs even hours after bath. Like the earlier award winning campaign of Little Gandhi, this time also Hll rightly uses kids to the brand's advantage. The new concept take a cue from the Surf's campaign 'Dirt is good". The new campaign of Lifebuoy assure mothers that the child gets protection even hours after bath. Traditionally soap ads used the concept of washing away dirt and germs during bath.
But no one thought about protection after bath. Toothpaste ads showed protection after brushing but not bathing soaps. Lifebuoy effectively takes advantage of this twist. Great work from a Great brand.