Clear Men: We know when you're going to say cheers next

Ha Tran, Jamie Wang, Thanh Vo, Soumya Ranjan Panda

Shampoo brand Clear Men created a variant with beer as key ingredient to appeal to men in Vietnam and promoted it programmatically via online display, video and social media ads.

Campaign details

Brand: Clear MenBrand owner: UnileverAgency: Mindshare VietnamCountry: VietnamIndustries: Hair careMedia channels: Gaming & in-game advertising, Online display, Online video, Search marketing, Sponsorship - mediaBudget: 500k -1 million

Executive summary

Clear Men's functional benefits of anti-dandruff and refreshing coolness were well-perceived by consumers in Vietnam, but it still faced a challenge in changing male consumer behaviour to choosing shampoos for men, instead of a unisex product.

The brand understood that conventional communications talking solely about product superiority were not enough to convince the male audience. Clear...

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