We targeted families because small children are particularly as risk of contamination from trolley handle germs. However, every shopper who engaged with the innovation found it relevant to them – as they touched food, swiped and then retouched the handle, their hands were re-sanitised.

Previously our target audience would have looked for a leading rival germ protection brand, if at all. Now Lifebuoy is top of mind for every shopper as soon as they reach for a trolley.

We created a solution to protect shoppers and initiate a new hygiene habit. This demonstrated that Lifebuoy stands by their vision to provide accessible hygiene products where most needed.

The Handle on Hygiene highlighted the dangers of bacteria found on supermarket trolley handles and reminded shoppers of Lifebuoy’s hygiene benefits by engaging them in a truly unique way. With a simple swipe shoppers were able to protect themselves and their loved ones throughout their entire shopper journey.

By demonstrating the power of our product in such an innovative way, at a time when customers need it the most, Handle on Hygiene become an unforgettable piece of direct communication. We created a completely new form of shopper marketing that delivered exactly the right message, to the right people, in the right place.

The activation instantly demonstrated the power of our product in an innovative way.

We didn’t just tell them they could kill 99.9% of germs we empowered them to do so throughout their journey.

They could touch, smell and feel the benefits of Lifebuoy before they even entered the store. This not only helped them feel protected but also reinforced the brands message of creating accessible hygiene and health solutions.

Implemented in Carrefour, the largest supermarket in the Middle East, we were able to demonstrate Lifebuoy’s hygiene benefits to approximately 10,000 shoppers per day – increasing sales and brand awareness.

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.

Several university research pieces, including a study conducted by the University of Arizona, found that shopping trolley handles are home to over one million germs. Seven out of every ten handles were covered in fecal bacteria and Salmonella, while E. coli was identified in 50% of the samples tested.

As a brand that aims to make a difference by creating accessible hygiene products, we saw this as a great opportunity to not just tell people about the importance healthy hygiene habits, but directly effect their behaviour for the greater good, after all, prevention is better than cure.