Pond's: Taking the train tracks more travelled

Pond's, the leading facial skin care brand, increased market share in Indonesia by launching a campaign that educated Indonesian women about the hidden dangers of pollution during their daily train commute.

Campaign details

Brand: Pond'sBrand owner: UnileverLead agency: Mindshare IndonesiaCountry: IndonesiaIndustries: Skin care, sun protectionMedia channels: Mobile & apps, Online video, Outdoor, out-of-home, TelevisionBudget: Up to 500k

Executive summary

The facial skin care segment in Indonesia is highly competitive and Pond's face care was experiencing declining market share and volatility in sales. The consumer challenge was to maintain the market position by attracting new users and convincing existing consumers that Pond's Face Wash was effective in protecting them against pollution.

Pond's launched an integrated campaign leveraging the power of...

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