Brief Explanation

We were briefed to establish the SAFEGUARD budget variant as a hand soap meant specially for those who earn minimum wage. We took the insight that those who make minimum wage are often those who perform the dirtiest jobs, such as cleaning feet, slicing fish, and picking wet garbage. So they're actually the ones who need an anti-bacterial soap the most. Armed with this insight, we created 60-second TV spots that depict these 'dirty workers', as they picked out a fish's guts, gave pedicures to women and men with the dirtiest feet imaginable. We then ended the line, 'Making a clean living can be dirty work.' Then followed it with Safeguard's message to them: 'Safeguard Anti-bacterial hand soap. For just P10.'The results were brilliant. To quote from our P&G client, 'Purchase measures were increased and were upheld among the target market segments.' Their objective of making a soap that minimum wagers could see as specially for themselves, was nothing short of satisfied.