Sunsilk: Hair Talk

Sunsilk, a haircare brand, connected with its millennial audience in Thailand thanks to a viral film which prompted the brand's 13.1% growth.

Campaign details

Advertiser: UnileverBrand: SunsilkAgency: Wunderman Thompson BangkokCountry: Thailand

Objectives

The Thai beauty market is huge and highly competitive.

The two most dynamic sectors in the market are hair and skin. Sunsilk is the leading hair brand, though under heavy pressure from other Unilever brands and especially P&G's Rejoice which, along with other specialist brands, has gained a lot in 'conviction'. As the leader, maintaining sales and penetration is a perennial challenge and growing them an even tougher one, especially in Bangkok. Typical communication solutions rely on a combination of local celebrities and...

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