Returning to school when Covid-19 situation was still unpredictable, accompanied by a series of seasonal diseases outbreaks such as hand-foot-mouth disease, monkeypox, diarrhea… Parents can't help but worry that how to protect the children safely go to school when there are so many threatening bacteria around. Noticing lots of kids going to school with Bánh Mì - Vietnamese baguette which should be eating by hands, Lifebuoy - the Vietnamese biggest hygiene guardian, decides to turn morning breakfast into the morning habit breaking moment by pulling both a famous local cuisine and a famous superhero with powers from his hand.

With the exclusive IP licensing partnership with Walt Disney Vietnam, Lifebuoy introduced the limited edition of Lifebuoy hand sanitizer with the visual of the most famous Hand-power superhero of all time – Spider Man: Introducing Lifebuoy x Spider Man - The Bánh Mì takeover. We brought in one of the biggest Hand-power superheroes of all time – Spider Man into our product, secretly placed at 100 different Bánh Mì vendors across the city. We have also secretly changed all their wrappers, their store front and let the fun begin. So whenever parents and children buy any Bánh Mì, they are immediately reminded by Lifebuoy and Spider Man to wash their hand before eating Banh Mi. Parents, children and the street vendors all LOVE this special surprise from Lifebuoy!!!

Lifebuoy has really “painted the town red” during this back-to-school season, especially when the brand hijacked the traditional Vietnamese cuisine Bánh Mì to remind children on proper hand hygiene habits. This has attracted huge attention from consumers. We secretly placed Lifebuoy limited hand sanitizer at 100 different Bánh Mì vendors across the city. We have also secretly changed all their wrappers, their store fronts with handwashing reminders from Lifebuoy. With the new appearance of their familiar Bánh Mì store, upon close inspection, they realized the message to ask them to wash their hands before consuming Bánh Mì - of course powered by Lifebuoy and Spider Man. Not only that, the Lifebuoy x Spider Man hand sanitizer has also been introduced to become a tag on their kids' bag – a hygiene companion for kids going to school safely. So, that our kids can be well-protected by the power of Lifebuoy & Spider Man before every single meal.

The activation broke social media with more than 125.000 buzzes and object mentioned only after a week of launching. Lifebuoy has rising as top #1 Hygiene buzz-generated content during Back2School season and put the brand on TOP 2 BSI Ranking in August 2022. Lifebuoy x Spider Man sanitizers ran out of stock in 5 hours of launching, the second batch in 10 hours with 12x uplift in sales. Share of Lifebuoy handwashing liquid hits the all-time high 86%. But more importantly, the Vietnamese kids are going back to school well-protected by Lifebuoy & Spider Man.