Unilever’s Lifebuoy in Myanmar: Soap Suds for Social Good?

Case Solution

Philip Zerrillo, Havovi Joshi
Singapore Management University ()

That case was established in June 2015, ten months after Unilever relaunched Lifebuoy soap in Myanmar. The brand had performed exceptionally well in Myanmar’s metropolitan areas and urban areas in particular, and Unilever was on track to meet its goal of changing the handwashing behavior of 20 million people in Myanmar by 2020, when there was no data. available. The team has put together a series of initiatives to make Lifebuoy number one in its category in Myanmar for the future. But was it enough? Has the lifebuoy suggestion been accepted by the population? Were Unilever Sustainable Living Plan Initiatives the Right Activation Strategy?

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