Lifebuoy, MullenLowe tap into ID's heat and Gen Z's horror obsession with new campaign

Lifebuoy, Unilever's hygiene brand, has unveiled a horror-comedy campaign, "Ketempelan Dinginnya" or "Get Possessed by Coolness," to engage Gen Z audiences in Indonesia.

Launched in collaboration with MullenLowe Singapore, MullenLowe Lintas Group, and MullenLowe Lintas Indonesia, the campaign offers a refreshing take on the cultural concept of "ketempelan" - a term traditionally linked to spirits that "cling" to people.

However, in the midst of Indonesia's record-breaking heatwaves, "ketempelan" now humorously symbolises the sticky, uncomfortable feeling of sweat and body odour that Lifebuoy's Cool Fresh body wash aims to banish.

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By merging supernatural folklore with humour, Lifebuoy presents its cooling body wash as the ultimate antidote to Indonesia's sweltering temperatures. Offering a 12-hour cooling sensation, Lifebuoy Cool Fresh and Lemon Fresh aim to provide relief from the heat.

"The horror genre is a favourite among Indonesians, especially the younger generation, and with the recent heat, it sometimes can feel like a nightmare," said Parnil Sarin, Lifebuoy's global brand lead, in a release, obtained exclusively by MARKETING-INTERACTIVE. 

"The new direction for our 'Ketempelan Dinginnya' campaign underscores our brand's commitment to remain relevant to younger, active consumers, a group who is constantly on the go, and who demands freshness no matter the heat," she added.

The campaign, featuring a film directed by Thai filmmaker Wuthisak Anarnkaporn and produced by Factory01, has been rolled out across multiple digital platforms including YouTube, TikTok, and Instagram, as well as out-of-home activations.

MullenLowe Singapore's global business director, Vinay Vinayak, highlighted the brand's strategic shift: "We understand that a legacy brand like Lifebuoy needs to be current and young in the way it speaks, which means breaking from tradition. Our research uncovered a culturally relevant insight - horror comedy is a popular genre among our target audience. This inspired us to take a bold leap, redefining hygiene communication with an unexpected, humorous twist."

Sarvesh Raikar, president of creative at MullenLowe Lintas India, added, "The key task was, how does a 90-year-old speak to the 19-year-old of today? Lifebuoy? Horror? Comedy? It was indeed a scary thought and had to be executed while maintaining a fine balance between the brand and entertainment."

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