IIPM Best B-school
Brand: Lifebuoy
Agency: Lowe
Lifebuoy’s ‘butterfly campaign’ repositioned a brand that was losing its sheen. Used to volume increases by 100,000 tonnes since 1986, in 2002 Lifebuoy sold just 82, 000 tonnes. The campaign depicted a doctor using Lifebuoy to fight germs. The message clicked and growth escalated. The first quarter of the next year, saw sales grow at 31.2%.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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