Clear: Clear Be Your Own Legend

Clear, the dandruff shampoo brand, interweaved the brand's revelvance to mobile to engage its millenial audience in Indonesia.

Campaign details

Brand: ClearLead Agency: Mindshare IndonesiaRegion: Indonesia

Strategy

Objective

Clear, the leading dandruff shampoo from Unilever in Indonesia, has been experiencing declining sales and loyalty due to stiff competition. The shampoo market in Indonesia has been saturated by many players. While Clear is still the number 1 brand, it is losing market share to alternatives.

In a crowded dandruff shampoo market, Clear has been losing loyalty among its audience of Indonesian men, 18-34 years old. They needed to increase sales by tapping into a new market: Indonesian men living beyond the city. Urbanization in...

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Insights Team
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