Lifebuoy: Anti-Bacterial Red Packet

BACKGROUND: During Chinese New Year, the red packet or 'Hong Bao' is usually filled with cash and given to children as a blessing for happiness and prosperity in the year to come.However, this exchange can be a health hazard each money note can contain more than 10 million harmful germs. Now imagine the consequences of a holiday where nearly 17 billion US dollars are circulated through 1 billion red packets.

CREATIVE SOLUTION from BBH China: As the world’s leading anti-bacterial soap brand, Lifebuoy has created a breakthrough, turning its antibacterial soap properties into paper that can be transformed into red packets. Introducing the Lifebuoy anti-bacterial red packet.

Taking its germ-killing power to where it's needed most - when you're handling money. You can fill them up with cash and your warmest wishes, and hand them out to children. The kids can then put the money away safely and wash their hands with the red packet itself. These packets can protect against harmful germs like E-Coli, the H7N9 Flu bug and Streptococcus. Most of all, you and your children can have a happy, prosperous and germ-free new year.

THE RESULTS: The Lifebuoy anti-bacterial red packets were distributed for free across the nation, leading to a healthier holiday season for thousands of families in China.

• Reached over 270,000 target households• Brand awareness up by 17%
• Total of 830,000 USD in free media impressions