Lifebuoy and MullenLowe Mishra have collaborated on innovative packaging for hand sanitizers to encourage more consumer usage during the new year ‘Tết’ holiday period this year.
While handwashing soap gels and face masks have become the normal for people in Vietnam, the practice of using hand sanitizers lags behind. People sense some inconvenience carrying a bottle of sanitizer around and at times they simply forget to keep one handy when stepping out. Frequently the tiny bottle also gets lost in the clutter of one’s handbag. An accessible and on-the-go hand sanitizer can be effective way to reduce infection risk and keep hands safe when outside home for example, when using public transport or in a restaurant.
With Vietnamese new year ‘Tết’ holidays round the corner, Lifebuoy and MullenLowe Mishra tapped into consumer insight and design thinking to solve this problem during a period when there is an enhanced level of connectivity, gatherings and public commutes.
The result is an exciting and highly relevant key-chain format that turns Lifebuoy hand sanitizer into a trendy, handy and user-friendly personal accessory that can be conveniently tagged onto one’s handbag. Each of the ten limited-edition versions created by the MullenLowe Mishra design team reflects a unique Tết reunion theme – making it a highly desirable product to own, use and accessorize for younger Vietnamese consumers. The new format is in the top 5 best-selling items on Vietnamese e-commerce channels such as Tiki.com and Shopee.vn.
Mai Ngoc Nhan, Senior Brand Manager, Lifebuoy brand at Unilever Vietnam, said: “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. 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.”
Saby Mishra, Founder and CEO, MullenLowe Mishra, said: “”Consumer behaviours are getting impacted worldwide due to the pandemic. Post their initial crisis response mode brands are now looking to shift to reinvention mode by building their customer journey around emergent behaviours, using experiential thinking to build habit. The Tết hand sanitizer promotion from Lifebuoy is a nice example of that.”
Source: https://campaignbriefasia.com/2021/02/10/lifebuoy-and-mullenlowe-mishra-launch-packaging-innovation-to-increase-usage-of-hand-sanitizers-in-vietnam/