Cheil Worldwide and South Korean convenience store chain GS25 have partnered to introduce the “Lifeguard Snack”, a unique product that doubles as lifesaving equipment in water. This innovative campaign aims to change public perceptions of water rescue equipment, showing that even something as simple as a floating snack bag can be used to save lives in emergencies.
The Lifeguard Snack’s design draws inspiration from the bright orange rescue buoys lifeguards use. The chip bags come equipped with grips on both sides for easy handling and a hole to attach a rope, making them practical for water rescues. On the back of the package, cartoon-like instructions clearly explain how to use the snack in an emergency, making it accessible even to children.
GS25 and Cheil Worldwide collaborated closely with maritime rescue experts for four months to develop the Lifeguard Snack. It was not only tested for water rescue scenarios but was also integrated into water safety education programs for children, addressing the critical issue of drowning among young children, who make up 30% of drowning victims in South Korea.
In August, GS25 began distributing the Lifeguard Snack for free at stores near rivers, creeks, and beaches. The response was overwhelmingly positive, with the snack selling out within a week. According to a post-campaign survey, 97% of customers became more aware of the potential for everyday items like chip bags to serve as lifesaving tools in water emergencies.
Ray Seo, Creative Director at Cheil Worldwide, expressed how partnering with GS25 helped ensure the Lifeguard Snack reached areas where it was most needed, thanks to the convenience store chain’s nationwide presence. He emphasized that the design made it simple for children to understand its use, given the vulnerability of young children in drowning incidents.
Yayung Go, Senior Police Officer at the Korea Coast Guard, noted that the Lifeguard Snack would be especially useful in areas like creeks and rivers, where lifeguards are not always present. Sung Jun Kim, Marketing Director at GS25, highlighted that the Lifeguard Snack is part of their commitment to ESG (Environmental, Social, and Governance) initiatives, ensuring that customers can enjoy water activities more safely.
The Lifeguard Snack demonstrates how creativity and practicality can come together to save lives, turning a simple snack bag into a vital water safety tool.
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