Campaign details
Brand: Unilever Philippines / ClearLead agency: POKKTRegion: APAC
Strategy
Objective
Clear, Unilever Philippines' player in the male anti-dandruff space, is a far second to P&G's Head & Shoulders, with the latter having the lion's share at 68% in the anti-dandruff shampoo space.
Clear has a winning brand equity in cooling and freshness. As a challenger brand, Clear needed to differentiate itself from its main competitor to augment its winning brand equity – it needed to look into an untapped space it can own.
Clear, being unable to become an official NBA sponsor, aimed...