GS25 and Cheil unveil Lifeguard Snack for water safety

South Korean convenience store chain GS25 has partnered with Cheil Worldwide to present Lifeguard Snack, a snack that doubles as lifesaving equipment in the water.  

The campaign aimed to change people's perceptions of water rescue equipment, helping them realise that any item that floats can help save lives in an emergency.   

The campaign also aimed to create a positive brand perception towards GS25 through ideas that will help the local community and customers, as part of its ESG practice; and to induce visits to GS25 stores and prevent accidents in the water that frequently occur in local communities during summer.

Targeting consumers in their 20s to 40s accompanied by children under the age of nine, Lifeguard Snack incorporated the colour and shape of the rescue buoy used by lifeguards into the package design of chip bags. It comes in bright orange, grips on both sides to be held with both hands, and a hole to put a rope in. 

Cartoon-like instructions are illustrated on the back of the package so anyone can easily understand how to use the Lifeguard Snack. 

GS25 and Cheil Worldwide took four months to develop the Lifeguard Snack. In cooperation with maritime rescue experts, the Lifeguard Snack was tested and also used for water safety education among children.   

GS25 distributed Lifeguard Snacks for free starting in August through stores near creeks, rivers, and beaches. With their unique design and function, the Lifeguard Snacks elicited enthusiastic responses and sold out in just a week.  

In terms of marketing strategies, the brand used GS25's private-label product so the product development can be led by GS25 and Cheil Worldwide, according to GS25's spokesperson. "Among many private-label product lines, chip bags were our choice as they float best in water and are the most popular item.

"As a leading convenience store chain in Korea, we planned Lifeguard Snack at the ESG level so that our customers can have fun in the water more safely," said Sung Jun Kim, marketing director, GS25. "We will continue to carry out various CSR activities as a safety platform for everyone." 

"After testing, it appears Lifeguard Snacks will help save people from drowning especially at creeks and rivers where there is no lifeguard on duty," said Yayung Go, senior police Officer, Korea Coast Guard. 

"Collaborating with GS25 made the Lifeguard Snack more accessible in places where they are most needed as the chain has stores all over the country," said Ray Seo, creative director, Cheil Worldwide. "We designed the Lifeguard Snack in a way that even children can understand how to use it since 30% of drowning accident patients are children below the age of nine." 

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