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For any company mulling over a corporate social responsibility program, the best resource is often the product or service that has made it a success. One of the leading examples is Lifebuoy , a brand of soap that dates back to the 19th century. Once a popular soap in North America and Europe, the Lever Brothers brand endured, both in sales and popular culture, largely because of cheeky advertisements that helped make the term “B.O.” famous . And of course, who can forget the Lifebuoy scene in the 1983 classic "A Christmas Story"?