Lifebuoy, hygiene soap brand marketed by Unilever, has teamed up with creative agencies MullenLowe Singapore, MullenLowe Lintas Group and MullenLowe Lintas Indonesia to launch its … read morenew campaign, “Ketempelan Dinginnya” or “Get Possessed by Coolness”, aimed at engaging the gen z audience in Indonesia with an original horror-comedy twist amidst the country's record-breaking heatwaves. The campaign introduces a playful yet impactful take on the cultural concept of “Ketempelan,” an Indonesian term often associated with ghosts or spirits that cling to people. With the extreme heat in Indonesia, “Ketempelan” has taken on a new meaning in the campaign: the sensation of heat and sweat that sticks to your skin, creating discomfort and body odour. Lifebuoy’s Cool Fresh body wash is positioned as the solution to this problem, offering a 12-hour cooling sensation that provides a refreshing break from the heat.
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