On Lifebuoy colour changing handwash :
Over a year ago, we’d written about the Lifebuoy team’s efforts to change the hand-wash habits (or lack of the same) of Indians in this post. The post called attention to one aspect of Lifebuoy’s Swasthya Chetana campaign, the ‘glowgerm’ demonstration that children were invited to take part in. This involved applying a white powder to the palms of their hands, then washing with water only. Hands were then held under an ultra-violet light and the powder glowed where dirt remained, showing that hand-washing without soap was not enough. The children then repeated the process, this time using soap, only to discover the UV light showed no trace of the powder. This countered the common misconception that ‘visibly clean’ is ‘hygienically clean’, and, in an easy-to-understand manner, drove home the message that even clean-looking hands are dirty until washed with soap.
Now they’ve used colour changes to make another point with their latest product, Lifebuoy colour changing handwash. This time, the foam turns green after ten seconds to signal that all the germs have been wiped out. Am sure that the change in the colour as they scrub will grab every kid’s attention and ensure that they don’t wash the soap off immediately but scrub for a full ten seconds, at least while the product and the effect are still a novelty. As a communication tool, felt that the hulk mascot worked well too. You can view the ad for the product here.
On the frozen yogurt market :
One of the trends we commented upon last year was the increasing popularity of hip frozen yogurt stores which could be termed cafés in terms of their popularity as hang-out places for youngsters.
The rapid expansion of this market has seen more competitors entering, read about the entry of foreign brands including the U.S based ‘Red Mango’, Canadian ‘Kiwi Kiss’ and others here, here, here and here.
- Zenobia Driver
Entry filed under: Category Evolution, Communication, Consumer behavior, Health & Wellness, New Product Launch, Product Innovation. Tags: ad campaigns, Category Evolution, changing India, Communication, consumer behaviour, health and wellness.