Lifebuoy, an official partner of the FIFA World Cup 2026, has launched “Tiba Tiba Fans” in Indonesia, a series of six episodic films each capturing a different reason Indonesian fans switch team allegiances. The campaign was done in collaboration with frank. Singapore.
The films depict scenarios including falling for a rival supporter, helping an amnesiac grandfather remember his favorite team, and navigating workplace politics. The campaign centers on the idea that while Indonesian fans are passionate about football, many are flexible in their team allegiances.
At the center of the campaign is a limited-edition Lifebuoy body wash range featuring four variants inspired by globally popular football teams. Consumers who purchased any of the four packs were entered for a chance to win prizes including all-expenses-paid trips to the US to watch the FIFA World Cup live, along with official merchandise, gadgets and vouchers.
“As we enter the business end of the FIFA World Cup 2026, switching team loyalties has become a new normal, and nobody knows this better than Indonesian fans,” said frank. Singapore in a LinkedIn post.
“Lifebuoy’s ‘Tiba Tiba Fans’ campaign celebrates exactly that: the very human reasons we suddenly find ourselves supporting a new team.”
Ramadan
Fan of Love
HR Department
Superstition
Grandpa
Tear Reverse
