You scratch my back shows Lifebuoy Talc's new TVC!

Lifebuoy has launched a new campaign to introduce its new offering. Created by Lowe Lintas, the main objective was to introduce Lifebuoy Talc's distinctive dual proposition of protection from prickly heat causing germs and cooling as the only effective way to prevent the annoying problem of prickly heat.

Speaking exclusively to Adgully, Virat Tandon, Executive Vice President and Global Communications Director at Lowe Lintas said, "The objective of this campaign was to create awareness that Lifebuoy has decided to re-enter the Talc segment after many years again. Also they wanted to enter the prickly heat segment which is quite competitive. One objective was to break the clutter and do the advertising in a way that our launch becomes salient."

The challenge for Lowe Lintas was to create a communication that gets consumers to realise that it is not enough to just cool skin, as the real freedom from prickly heat is only obtained when you attack and kill the root cause - GERMS. Use Lifebuoy Talc that not only addresses these symptoms but also attacks germs that are the root of the problem ' by offering protection from prickly heat causing germs and cooling benefits.

"Also the advantage of this Talc coming from Lifebuoy was very clear. Prickly heat is because of germs mainly and not many people know this. So this is what we wanted to communicate to the consumers as new information. The response has been good. In terms of sales, it is still very early to say about the sales bit," Tandon further added.

The idea behind the campaign was to establish that germs are a root cause to prickly heat and Lifebuoy's efficacy in removing them and providing a complete solution.

Lowe Lintas decided to show a unique relationship between two friends, where one who is suffering gets his friend to scratch his back through the day in order to get relief from prickly heat. This context is then used to introduce Lifebuoy Talc's distinctive dual proposition of protection from prickly heat causing germs and cooling as the only effective way to prevent the annoying problem of prickly heat.

In order to dial up the impact of the messaging, it was also imperative to establish germs as the root cause of prickly heat and Lifebuoy's efficacy in removing them and providing a complete solution. | By Janees Antoo [janees(at)adgully.com]