Lifebuoy folds clean message into Chinese New Year

Lifebuoy's "red packets" are made of paper soap.
Lifebuoy's "red packets" are made of paper soap.

A campaign by BBH Shanghai deploys "red packats" that can hold money and help recipients tidy up afterwards

In honor of Chinese New Year Thursday, Lifebuoy in China staked a claime to a key tradition of the celebration while folding in messaging about its "germ-free" promise.

A campaign conceptualized by BBH Shanghai has Lifebuoy creating and distributing "red packets" (hong bao), in which elders offer money to their loved ones. The envelopes have been made from anti-bacterial soap, so that after the exchange of (currency) notes, they can be used to wash. In effect, the campaign elevates paper soap as a seamless part of the celebration.

The campaign claims that, $5 billion is exchanged during the festival, accompanied by an exchange of germs — for which the Lifebuoy "red packets" offer a solution.

Campaign credits

Client: Lifebuoy
Agency: BBH Shanghai
Creative director: Johnny Tan

This article first appeared on

Subscribe today for just $116 a year

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free