Lifebuoy

Introduction
• Lifebuoy started with William Lever's goal to stop cholera in Victorian England
(UK). 1894
• Global Ad :
https://www.youtube.com/watch?v=tSrecr4sCl4

Magazine Ad
Lifebuoy Packaging coral red

1st White Lifebuoy

Soap (1980)
 LifeBuoy : India(1895)
(“Life Buoy hai jahan tandurusti hai wahaan!”)
 Lifebuoy soaps landed on Indian shores
in 1895 at : Bombay Harbour

 A quintessential men's bathing bar

 1st Ad in India :
https://www.youtube.com/watch?v=419L
MSA4r60
 Launching Stage
• The Make -Discovered Carbolic Acid for soap
perfect formula to kill germs.

• It Positioned itself as, “promise to kill germs and

keep the body healthy”

• Target : Plague affected People : Rural/Poor with

Low Prices, Low Promotion

• Challenge that Lifebuoy faced were widespread

illiteracy in Rural India with lack of
communication channels and adding to it deep
rooted beliefs.

• Hence there were low sales , high customer

acquisition cost. Heavy sales promotions – heavy
expenditures to create trial. Hence low profits
Thank you