We all know that the Supermarket is the final battleground for all FMCG brands and with ‘clean store’ policies imposed on brands across major players such as Carrefour it is increasingly difficult for brands to stand out and change shopper behavior at the moment of truth.

So we developed the Handle on Hygiene, a first-of-its-kind device that attached to the shopping trolley handle itself. With one single swipe across the handle, the Handle on Hygiene was able to apply a thin layer of Lifebuoy hand sanitizer liquid, which killed 99.9% of germs in one go.

We partnered with supermarket giants, Carrefour, in the Middle East, which saw approximately over 20,000 shoppers walk through their gates on a daily basis.

The supermarket trolleys were equipped with the Lifebuoy Handle on Hygiene overnight. As a result when shoppers reached the store first thing, they were able to get a hold of a unique trolley. Messaging on the handle clearly mentioned directions on how to use the handle with the Lifebuoy claim ‘Kills 99.9% of germs’.

Every shopper who engaged with the innovation found it protected them through their journey- as they touched food, swiped and then retouched the handle; their hands and the handle were completely re-sanitized. Handle on Hygiene demonstrated the power of our product in an innovative way. We didn’t just tell them they would kill 99.9% of germs, we empowered them to do so through their shopping journey.

We saw a 48% engagement rate with the device amongst unprompted shoppers, sales increased for the brand by 53% and the campaign was introduced to the world at the UN Sustainable Development Summit in New York where Lifebuoy hosted a panel on the importance of hygiene education. The Handle on Hygiene campaign received over 100 million media impressions (source: CISION) across global health and news networks.