Lifebuoy and MullenLowe Mishra have collaborated on a new packaging design for hand sanitizers with the aim of encouraging more consumer usage during the new year ‘Tết’ holiday period in Vietnam. It’s a particularly important campaign as recent Covid outbreaks in Vietnam have dampened travel plans.
According to a release, hand sanitizer use has lagged behind mask usage in Vietnam and one theory is that the tiny bottles get lost in the clutter. Lifebuoy and MullenLowe Mishra tapped into consumer insight and design thinking in an attempt to solve the problem.
The solution that the two arrived at was transforming a forgettable bottle into a fun key-chain. Each of the ten limited-edition versions created by the MullenLowe Mishra design team reflects a unique Tết reunion theme.
“Consumer behaviors are getting impacted worldwide due to the pandemic,” said Saby Mishra, Founder and CEO, MullenLowe Mishra.
“Post their initial crisis response mode brands are now looking to shift to reinvention mode by building their customer journey around emergent behaviors, using experiential thinking to build a habit. The Tết hand sanitizer promotion from Lifebuoy is a nice example of that.”
“With Covid19 and its evolution still posing a risk, the number 1 brand of hand hygiene – Lifebuoy – is always seeking ways to serve Vietnamese consumers with smart products,” said Mai Ngoc Nhan, Senior Brand Manager, Lifebuoy brand at Unilever Vietnam.
“With our latest innovation, we go one step ahead of the core functionality to deliver a solution for on-the-go consumers – easy to use, fashionable, and within reach. Which also makes it a meaningful gift idea at Tết.”