Lifebuoy approached us with a brief to engage shoppers and increase sales of their product range. We realised that the best place to remind shoppers of Lifebuoy’s hygiene benefits was where they unexpectedly pick up the most germs – supermarket trolley handles. Our challenge was how to not just tell people about these dangers but also provide a solution that would change habits, put us top of mind and protect people.

The outcome was the Handle on Hygiene, an innovation that applies a thin layer of sanitiser liquid to the trolley handle with one simple swipe – killing 99.9% of germs.

Handle on Hygiene was implemented in Carrefour, the largest supermarket in the Middle East, during the month of April. Here we were able demonstrate Lifebuoy’s hygiene benefits to approximately 10,000 shoppers per day, increasing sales and brand awareness.

The strength of this idea lies in its uniqueness and effectiveness. Unlike any promotional idea the shoppers had ever seen, Handle on Hygiene directly demonstrated the benefits of the product, at the time they needed it the most. Innovative thinking for the good of people has always been at the heart of Lifebuoy’s ethos: prevention is better than cure.

Lifebuoy aims to make a real difference in peoples lives by creating accessible hygiene products and creating healthy hygiene habits. Handle on Hygiene is the embodiment of these values. Not only are people now more aware of the hidden dangers on trolley handles, they also have a solution when and where they need it.

The impact on the business has been substantial. Such a fresh idea has put Lifebuoy top of mind for shoppers and people are talking about the brand again. In-store the innovation correlated to an instant increase in sales.

Following the successful campaign, Unilever is planning on applying the Handle on Hygiene worldwide and then onto other areas of high bacterial contamination, such as hospitals and public transport.