Incorporating Lifesaving Buoys into Package Design
Usable Like Actual Rescue Buoys
Water Safety Education Using the Product Also Provided
GS25 and Cheil Worldwide announced on the 11th that their unique snack developed for summer water safety, 'LIFEGUARD SNACK,' is receiving a positive response.
The LIFEGUARD SNACK incorporates the design of a life-saving buoy used in emergencies into its packaging. The wrapper uses a highly visible orange color commonly used by rescue teams, and it features handles that can be held with both hands and holes for attaching ropes, allowing it to be used like an actual rescue buoy. On the back of the product, a simple comic-style instruction manual is included to help consumers easily understand how to use it.
A Cheil Worldwide official involved in the campaign explained, "After seeing data that about 30% of drowning victims in places like the sea and swimming pools are children under 9 years old, we came up with the idea of transforming one of the representative snacks for children?bagged snacks?into water safety equipment."
GS25 and Cheil Worldwide developed the LIFEGUARD SNACK over four months starting in March, including design and other development processes. Before distributing the product for free to consumers, they conducted product tests in collaboration with marine rescue experts and also provided water safety education using the LIFEGUARD SNACK to children in the Busan area.
An official from the Korea Coast Guard said, "After testing the product, it appears that the LIFEGUARD SNACK can help save drowning victims. It is especially expected to be highly useful in recreational areas without water safety personnel, such as valleys and streams."
In line with the product concept of a "snack that prevents water play accidents," GS25 distributed the LIFEGUARD SNACK for free last month at stores near water play resorts such as valleys, streams, and beaches to customers accompanied by children under 9 years old. The unique design and functionality received a good response, and all the prepared quantities were sold out within a week.
A GS25 official stated, "As Korea’s leading convenience store, we planned this project from an ESG (Environmental, Social, and Governance) perspective to help customers enjoy water activities more safely. We will continue various CSR (Corporate Social Responsibility) activities as a national safety platform."
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