Indonesia – Lifebuoy, Unilever’s hygiene soap brand, has teamed up with MullenLowe agencies to launch a horror-comedy campaign targeting Gen Z in Indonesia. Amid record-breaking heatwaves, the campaign blends supernatural folklore with humour to promote Lifebuoy’s cooling body wash.
Developed by MullenLowe Singapore, MullenLowe Lintas Group, and MullenLowe Lintas Indonesia, the “Ketempelan Dinginnya” (“Get Possessed by Coolness”) campaign puts a playful spin on “Ketempelan,” an Indonesian term for spirits that cling to people, reimagining it through a refreshing, humorous lens.
In this campaign, “Ketempelan” is reinterpreted as the lingering sensation of heat and sweat that leads to discomfort and body odour. The campaign introduces Lifebuoy Cool Fresh and Lemon Fresh body washes, which claim to provide a 12-hour cooling effect, offering relief amid Indonesia’s extreme heat.
Parnil Sarin, global brand lead at Lifebuoy, said, “The horror genre is a favourite among Indonesians, especially the younger generation, and with the recent heat, it sometimes can feel like a nightmare. 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.”
“We hope to encourage consumers to switch to Lifebuoy Cool Fresh or Lifebuoy Lemon Fresh by tapping on Gen Z’s love for humour and the supernatural while reinforcing the importance of hygiene,” Sarin added.
The campaign rolled out across digital platforms such as YouTube, TikTok, and Instagram, alongside out-of-home activations.
MullenLowe Singapore, MullenLowe Lintas Group, and MullenLowe Lintas Indonesia collaborated with Thai director Wuthisak Anarnkaporn and production company Factory01, infusing the film with a distinct touch of Thai humour.
Vinay Vinayak, global business director at MullenLowe Singapore, said, “MullenLowe has been partnering with Unilever and Lifebuoy for decades. We understand that a legacy brand like Lifebuoy needs to be current and young in the way it speaks, which means breaking from tradition.”
Vinayak continues, “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. The result? Not only a fresh, engaging narrative for Lifebuoy but also a campaign that helps the brand stand out within the hygiene category.”
Meanwhile, Sarvesh Raikar, president—creative at MullenLowe Lintas India, said, “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.”
“Our director, Wuthisak Anarnkaporn, was exceptional in understanding this and helped us weave the story, keeping the brand essentials centre stage, such as the health expert and the germs—things that are fundamental to Lifebuoy’s identity. In fact, the health expert acting in the ad has been the same person for 15 years now. Except this time, he is much cooler, sporting sunglasses! ” he added.
