LIFEBUOY SOAP: PRODUCT LAUNCH
Category :CONSUMER MARKETING
In July 2010, Unilever Nigeria Plc decided to introduce its newly improved internationally respected brand, Lifebuoy soap to the Nigerian market.
C&F Porter Novelli was tasked with positioning Lifebuoy as a premium family healthcare soap and also boost the brand’s social mission of promoting the habit of handwashing among Nigerians.
We engaged expert medical influencers as Key Opinion Formers (KOFs) to promote Lifebuoy’s cause of promoting handwashing among Nigerians.
Introduced and sustained Lifebuoy as the premium family healthcare soap through a press conference, consumer launch event, media loyalty group and special radio and television interviews.
70% spontaneous awareness was generated for Lifebuoy Soap and its association to hand washing and germ eradication. A total of 132 news reports, 15 radio and television interviews were recorded during the period.