Lifebuoy - Introduction

Lifebuoy is the world’s number one soap which comes up with an idea of the health and hygiene.
Lifebuoy is Unilever’s oldest brand launched in 1894 as disinfectant soap in the UK to support people in
their quest for better personal hygiene. Lifebuoy is a brand that is truly “global” before the term “global
brand” was invented. Goal of the lifebuoy is to provide accessible hygiene and health solution with the
affordable price that enable people to lead a life without fear and hygiene anxieties and health
consequences. A similar campaign is continues in today with lifebuoy hygiene program in countries like
India, Bangladesh, Pakistan, Sri Lanka, Indonesia and Vietnam.

Dettol – Introduction
Dettol is a trusted brand and operates under the company Reckitt Benckiser. This company
started its operations in India in 1933. At present, the headquarters of the South-Eastern Region
is located in India. Under the iconic brand name of Dettol, many products have been introduced
in the market. In the minds of consumers, Dettol brings out positive emotions of keeping one’s
family safe and healthy

Awareness Objectives of lifebuoy and Dettol

Build top of the line consumers
To create personality of the brand through awareness
Besides having all these general objectives, the awareness objectives are set avoiding to the advertising
strategy for each SKU.
To increase the usage
Health benefits
Antibacterial soap
Imparts a feeling of freshness – due to fragrance
Effectively communicate brand promise
Announce new improved lifebuoy soap
Show all variants of lifebuoy soap
Better Experience (later / perfume / feel – on skin)

Television is still the primary medium for awareness for lifebuoy soap and Dettol soap, and print also
forms a crucial part of the awareness strategy. But increasingly campaigns are integrated across all these
communication channels. All awareness campaigns of lifebuoy and Dettol are a blend of hard sell and
soft sell advertising, as the lifebuoy soap advertisement show the ingredient it contains and then portray
the emotional benefit for the user which resolves around the theme of a mother and children in which the
children is the one who influence the use of lifebuoy soap. Whereas Dettol products have targeted also
mainly the women and children group. Their promise of providing products free from bacteria,
dirt and germs is appreciated by everyone.
When it comes to advertising, Lifebuoy and Dettol prefers TV because of their philosophy that “Health
and hygiene always come first”. Thus TV is the best media, as you can show how Lifebuoy soap keeps
you hygienically clean and protected and gives you daylong protection from body odor. Apart from this,
in Pakistan, TV is a strong medium, it has highest reach. Thus a large part of advertising is focused on
TV.
Lifebuoy Soap spends around 60% of the TV advertising whereas Dettol spends 70% of the TV
advertising to create awareness on all channels with high rating points like, Geo, ARY, CARTOON
NETWORK, PTV WORLD, PTV.
Lifebuoy soap advertise highly in summer season. i.e. mid of the year , as people prefer frequent washes
in such seasons to keep hygienically clean and long lasting protection against body odor.