This Agency Created a Self-Sanitizing Shopping Cart Handle

The product launched in 2015 but is being reintroduced during the pandemic

Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.

As grocery stores and other retail brick-and-mortars grapple with how to keep spaces germ-free in the era of the coronavirus, one agency is proposing a slick solution.

WPP-owned creative commerce agency Geometry’s Middle Eastern office is reintroducing a device that slides across shopping cart handles, dispensing a thin layer of disinfectant for between-use cleaning.

The agency first conceived the product in 2015 in partnership with fellow WPP shop Barrows and Unilever Lifebuoy soap. Back then, Handle on Hygiene was part of a campaign meant to highlight the places people might come into contact with germs and functioned more as a brand activation for Unilever.

As it started to see success, though, the agency decided to retool it for mass production.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in