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It may be hurting you, too, bathing with Lifebuoy Health Soap because one never knovc» You'll thoroughly enjoy this delightful
toilet soap. You'!! quickly learn to love its pleasant, e*fra~efcan scent that vanishes us you rinse. Use ijfebuoy a. week ii'll be a Lifebuiiyjan ^tJik. It
when one u guilty
)ERUAFS you think these warai
1926
. B.O. copy theme helped make Lifebuoy No. I, but ap■ peal was to men. Soap lost ground to perfumed brands
1953:
Sweet smell (note "Big Town" character Lorelei sniffing) is Lifebuoy's copy theme. TV commercials are integrated
How Lifebuoy cured its own 6. 0.
Lifebuoy changed its smell, its color, its package, admitted to consumers it had had "B.O.** Then it aimed '53 advertising at women
M^j ifebuoy's comeback is the story of a soap that cured its own case of B.O.
Lifebuoy's B.O., as a product, stemmed from two factors: (1) The B.O. copy theme identified Lifebuoy as a man's soap. (2) Its strong "medicinal" odor further alienated the feminine public which in the past 20 years has leaned to sweeter smelling toilet soaps.
In 1952, Lifebuoy fought back.
Lever Bros. (1) revamped the product, killing the "medicinal" odor and replacing it with Puralin, a new odorless B.O. -preventive formula, and switched the soap color from male-appeal red to a more feminine coral. Then (2) it keyed its advertising to
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reach a predominantly female public.
Has the two-pronged change in strategy worked?
So much so that Lever Bros, management, encouraged by the 1952 upsurge in sales, has regained confidence in the new Lifebuoy to the tune of an approximate 10f \ ad budget increase in 1953 over 1952. In 1953, the company is spending a SPONSOR-estimated $550,000 in advertising, against $464.728 in 1952, and $237,699 in 1951. Over 40% of this year's ad budget is earmarked for radio and TV.
Lever Bros.' send-off copy for the new 1953 campaign was frank about the product's former deficiencies to the degree of heading the newspaper ads:
"How we cured our own famous case of B.O." Advertisers whose products have run into serious sales slumps resulting from product difficulties might learn a lesson from Lifebuoy's frank admissions. A sure way to show the public that your product has been revamped is to admit that it was lacking in certain qualities prior to its facelifting.
Lifebuoy's choice of radio and TV I'K igrams is indicative of the firm's new ad approach: Aunt Jenny, CBS Radio, 12:15-12:30 p.m. across the board — Lifebuoy is sharing the program with Spry, is getting four to five announcements a week: Big Town, CBS TV, 9:30-10 p.m. Thursdays—
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