The primary intention of the Handle on Hygiene is to protect shoppers and their loved ones from the harmful bacteria that live on every shopping trolley handle. It does this in such a unique and simple way that it also increased sales and helped to raise awareness for the Lifebuoy brand.

Every shopper who engaged with the innovation found it protected them throughout their journey – as they touched food, swiped and then retouched the handle, their hands and handle were completely re-sanitised. The activation helped to remind people that Lifebuoy are a brand cares about their health.

By demonstrating the power of our product in such an innovative way, at a time when customers need it the most, Handle on Hygiene become an unforgettable piece of direct marketing. Not only was the innovation a world first, we simultaneously created a completely new from of shopper marketing. Instead of building on existing platforms we created our own.

We are hoping effect real change in human behaviour every time people go shopping. As part of the brand proposition to promote healthy habits and provide accessible solutions, we would like to see Handle on Hygiene attached to every trolley in the world.

Implemented in Carrefour, the largest supermarket in the Middle East, we were able demonstrate Lifebuoy’s hygiene benefits to approximately 10,000 shoppers per day. Eventually the Handle on Hygiene could become the industry standard, as shoppers will come expect the extra protection when they reach for a trolley. Unilever already have plans to apply it worldwide and then on to other areas of high bacterial contamination, such as hospitals and public transport.