Lifebuoy, as an Official Partner of the FIFA World Cup 2026™, launched “Tiba Tiba Fans” in Indonesia — a series of six episodic films, each capturing a different reason Indonesian fans switch team allegiances. From falling for a rival supporter, to helping an amnesiac grandfather remember his favourite team, to navigating workplace politics, the campaign celebrated the very human motivations behind fluid football loyalties. The playful campaign tapped into and celebrated a culturally relevant truth that while Indonesian fans are passionate about football, many are flexible in their team allegiances.
At the heart of the campaign was a limited-edition Lifebuoy body wash range, featuring four variants inspired by globally popular football teams. Consumers who purchased any of the four packs entered for a chance to win prizes including all-expenses-paid trips to the US to watch the FIFA World Cup live, alongside official merchandise, gadgets and vouchers.
