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СпутникиРНSpaceXРоскосмосNASAThis Smarties X Global finalist case study examines how Lifebuoy launched its Advanced Care Black & Pink range in Vietnam by shifting from traditional brand-led messaging to a "Gen Z Say" model. Through a TikTok-first strategy, authentic travel storytelling, and purpose-driven partnerships, Lifebuoy rebuilt relevance with gen Z while driving rapid sales growth and market share gains.
August 4, 2026
This Smarties X Global finalist case study examines how Lifebuoy launched its Advanced Care Black & Pink range in Vietnam by shifting from traditional brand-led messaging to a "Gen Z Say" model. Through a TikTok-first strategy, authentic travel storytelling, and purpose-driven partnerships, Lifebuoy rebuilt relevance with gen Z while driving rapid sales growth and market share gains.
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