Campaign details
Brand: Pond'sLead Agency: MindshareRegion: Indonesia
Strategy
Objective
POND'S, one of Unilever's most widely known face care brands in the world, was facing declining market share in Indonesia. Pond's was losing its relevance among Indonesian women it was not seen keeping up with the trends. This was reinforced also by Kantar Millward Brown, 2018 study.
Micellar Water as make-up remover had been trending in face care category this year in Indonesia and was an opportunity for Pond's to regain share. However, big players like L'Oreal, Nivea, and Garnier had launched earlier. Pond's needed to...