Mindshare Vietnam’s Amit Thakur and Lifebuoy’s Ngọc Nhân Mai reveal that the soap brand flourished in Vietnam due to the pandemic and share how it leveraged technology with an infection alert system that supports its brand mission. When the coronavirus hit in 2020 and hand washing became paramount, Lifebuoy found itself in an enviable position in Vietnam as demand for soap spiked. Ngọc Nhân Mai, senior brand manager at Lifebuoy, Unilever Vietnam, told WARC that by end-2020, the brand enjoyed 35% penetration in urban areas, up from 20% in late 2019. The brand took the opportunity to step back from its lead role in trying to promote the message of regular hand washing, as the Vietnamese government ramped up communications initiatives in its pandemic containment efforts.