With the advent of Covid-19, awareness of germs and products to get rid of them rapidly grew. Suddenly, many personal care products were launched with the promise of killing germs. The older brands, Unilever’s Lifebuoy and P&G’s Safeguard also launched campaigns with tremendous media spend to focus on the germ-killing attributes of their hand wash and soaps. In this highly competitive scenario, Colgate-Palmolive launched Palmolive Anti-bacterial hand wash liquid with a promise that gave it an edge over its competitors.
Palmolive, with its reputation as a trusted personal care brand, launched its campaign with the promise of a double benefit – tough on germs, soft on hands. The “soft on hands” proposition was unique in its category.
The campaign effectively reflected the dual advantage of using Palmolive through a distinctive concept and approach.