JAKARTA, INDONESIA — Lifebuoy dives headfirst into the supernatural by launching a new horror-comedy campaign that’s equal parts chilling and cheeky. Titled Ketempelan Dinginnya (loosely translated to “Get Possessed by Coolness”), the campaign taps into Indonesia’s current sweltering climate and Gen Z’s obsession with all things horror, delivering a clever, culturally charged narrative with a dose of humor.
A collaboration between Unilever’s Lifebuoy and MullenLowe Singapore, MullenLowe Lintas Group, and MullenLowe Lintas Indonesia, the campaign brings a unique creative energy to the hygiene category. Rooted in the Indonesian concept of ketempelan, a term used to describe being haunted or clung to by spirits, the brand flips the idea on its head. This time, it’s not a ghost, but the sticky discomfort of heat, sweat, and body odor that’s possessing people.
Enter Lifebuoy Cool Fresh, the hero product offering a 12 hour cooling relief that’s nothing short of a supernatural experience. Through a hilariously spooky narrative, Lifebuoy redefines what it means to be haunted and positioning freshness as the ultimate exorcism.
Lifebuoy Global Brand Lead Parnil Sarin said, “The horror genre is a favorite 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 humor and the supernatural, while reinforcing the importance of hygiene.”
Vinay Vinayak, Global Business Director, 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. 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.”
Sarvesh Raikar, President – Creative, 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!”
The campaign was launched across multiple digital platforms including YouTube, TikTok, and Instagram, as well as out-of-home activations. Initial reactions to the campaign have been overwhelmingly positive, garnering strong engagement and positive feedback on YouTube.
MullenLowe Singapore, MullenLowe Lintas Group and MullenLowe Lintas Indonesia produced the film in collaboration with renowned Thai director Wuthisak Anarnkaporn and production company Factory01 — bringing a distinctive Thai humor to the film.
