As the FIFA World Cup 2026™ comes to an end, the passion and stories surrounding football fandom continue. Tapping into this insight, Lifebuoy and creative agency frank. have launched ‘Tiba Tiba Fans’, a six-part campaign in Indonesia exploring the unexpected and human reasons fans switch their team allegiances.
As an Official Partner of the FIFA World Cup 2026™, Lifebuoy built the campaign around a cultural truth: Indonesian fans are deeply passionate about football but are not always loyal to a single team. Love, family, work, memories and superstition can all influence which team they choose to support.
Through six entertaining films, the campaign brings these shifting loyalties to life with humour and relatable storytelling. The campaign also features a limited-edition Lifebuoy body wash range inspired by four globally popular football teams, symbolically encouraging fans to ‘wash away’ their old team colours and embrace a new allegiance.
With the World Cup now over, ‘Tiba Tiba Fans’ shows that while the tournament may have ended, the emotions, memories and stories that make football special continue long after the final whistle.
