Antibacterial soap Defensil decided to take a fresher approach compared to its other counterparts in the category to introduce their newest product. Most legacy soap brands paint a … read morepicture of scary germs, worried moms, and kids all dirtied from play. To challenge the category norm, GIGIL has helped Defensil Antibacterial Soap give a reason for the new generation of Filipino consumers to change their soap: the scientific truth that germs are always evolving and mutating, and your parents’ soap which you might still be using until today, might not any more cut it when it comes to killing today’s germs. The brand pushed this insight further and made the message more fun for the new generation of consumers, releasing 3 films that each imagined germs having similar stylishness, lingo, and interests as today’s Gen Zs. From their love for hiking, their use dating apps, and their desire to travel their world powered by airline travel promotions. To date, the film has been viewed in the country over 70 million times in less than a week.
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