Many people subconsciously wipe their hands on the condensation on a cold drink and pass it off as 'handwashing'.

This is particularly problematic and potentially life-threatening in India where it is customary to eat with hands in lieu of cutlery – and many Indians don’t have easy access to soap and running water before mealtimes and in their day to day. But what they do have, most commonly, is a cold drink to go with their food.

Instead of trying to rectify this habit, Lifebuoy leaned into it and turned it into a legitimate handwashing format through the Condensation Cleanser: stickers infused with Lifebuoy’s patented anti-bacterial formulation, designed to be activated by condensation. Upon contact with condensation, the dry agent dissolves, instantly dispensing the cleanser which cleans hands without leaving any residue.

The Condensation Cleanser was both the creative work and media channel; with a simple 5cm by 3cm sticker, every conceivable beverage became a potential media placement, allowing Lifebuoy to escape the confines and clutter of traditional media spaces and into anywhere a cold beverage can be found.