Lifebuoy has a loyal consumer base across generations. It is well known in India as one of the most recognizable symbols of health and germ protection. To further drive the universal appeal of Lifebuoy, Hindustan Unilever has launched Lifebuoy Clini-Care 10, a premium variant, which, according to the company, offers 10 times better germ protection than other leading germ protection soaps (in the cosmetic domain). Teaming up with Walnut Advertising, HUL has now launched the Lifebuoy Clini-Care 10 using an interesting concept with a high-tech look and feel.
The idea was to go for a new design solution at the Modern Trade that attracts and conveys the key benefits of its new brand variant and gives a clinical edge to the look. Thus, instead of the regular static looking structures, the design is a walk through spectacular.
The shape of the unit is inspired from the Lifebuoy logo itself and the design is large enough which makes it noticeable from a distance.
The structure was split into two halves on the opposite sides to make entry &exit points. The gap was kept wide enough to take the shopping trolley through. Once inside, the two halves act in giving the feeling of protection, which is the most important aspect of the brand. The two curves are freestanding, and yet sturdy for the foot fall traffic.
To give it an advanced & premium clinical look, a mix of transparent & translucent materials was used. The entire Lifebuoy unit had a see-through effect, prompting people to get in. According to Walnut Advertising, “This purposeful blend of materials & form is sure to break the monotony of foam board & boxy structures.”
Well, this retail visibility initiative from Lifebuoy seems to reiterate the brand’s position among its loyal customer base as a trusted one offering good protection against germs. And with the new launch, Lifebuoy along with Walnut Advertising seem to have succeeded in capturing the essence of the product, by converting it into an in-store communication concept that says it all