It’s a great example of pivotal ideas and a completely new form of direct marketing. Hopefully, one day soon, it will be on trollies around the world.

Every day, we’re exposed to harmful germs, which can spread disease. Lifebuoy creates products that protect people from them, and wanted to demonstrate it. 

So we created a world first innovation that applies a thin layer of Lifebuoy sanitizer liquid to the handles of shopping trolleys – killing 99.9% of germs with one simple swipe. ‘Handle on Hygiene’ was a clever reminder in a crucial location – where people buy food for their families.

With this one invention, we were able to demonstrate Lifebuoy’s hygiene benefits to over 10,000 shoppers per day, resulting in a healthy 53% increase of Lifebuoy sales.

The systematic mapping of the entire journey through the PDJ is central to our way of working... more than just the framework for gathering and organising insights, it helps us to conceive and execute the strategies that place our Pivotal Ideas at precisely the right moment on the journey."

Jonathan Dodd, CSO, London

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