The UAE’s National Media Council contains various regulations of advertising content. Their aim is to reinforce fundamental ethics, like respect for religious, cultural and social values and norms in the society. There are specific laws which prohibit advertising medicinal products, except with special permission from the Ministry of Health. These regulations aims to control the advertisement of medicinal products, ensuring that the advertisements are not misleading, or arousing an unnecessary desire to use these products. They also serve to ensure that the medical products advertised are not harmful to the public health.

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.

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.

The idea has a much bigger scope, Unilever want to eventually apply the Handle on Hygiene worldwide and then on to other areas of high bacterial contamination, such as hospitals and public transport.

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.

Strategically we wanted to raise awareness for the hidden dangers on shopping trolley handles – firstly to help protect shoppers and secondly to remind people that Lifebuoy is committed to making a real difference in their lives.

The activation instantly demonstrated the power of our product in an innovative way and when customers needed it the most. We created a completely new and unforgettable form of shopper marketing that delivered exactly the right message, to the right people, in the right place.

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. This is a genuine problem that puts millions of shoppers worldwide at risk of contamination, everyday. It was also an opportunity for Lifebuoy to invent a world first solution that demonstrates prevention is better than cure.

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. This is a genuine problem that puts millions of shoppers worldwide at risk of contamination, everyday. It was also an opportunity for Lifebuoy to invent a world first solution that demonstrates prevention is better than cure.