Cheil Worldwide Seoul and convenience store GS25 launch ‘Lifeguard Snack’ for water safety

Snacks can save lives. Cheil Worldwide Seoul and South Korean convenience store chain GS25 present ‘Lifeguard Snack’, a snack that doubles as lifesaving equipment in water. The campaign aimed to change people’s perceptions of water rescue equipment, helping them realize that any item that floats can help save lives in an emergency.

Lifeguard Snack incorporated the color 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.

It took four months for GS25 and Cheil Worldwide 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. 97% of customers given Lifeguard Snacks responded that they have become aware of the availability of chip bags as water safety supplies through the campaign.

“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.”

“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.

“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.”

Credits
Campaign Title: Lifeguard Snack
Client: GS25
Chief Marketing Officer: Jeong Pyo Lee
Marketing Director: Sung Jun Kim
Creative Agency: Cheil Worldwide
Creative Director: Ray Seo
Copywriter: Jeong Sil Lee
Art Director: Woo Hyun Park, Byeong Sik Shin, Jeong Lim Kim
Account Director: In Myoung You