Clear: Shopper Pulse

Unilever-owned dandruff shampoo Clear ran a data-led mobile campaign to carve out market share in the Philippines.

Campaign details

Brand: ClearBrand owner: UnileverLead agency: Mindshare PhilippinesContributing agencies: InmobiCountry: PhilippinesIndustries: Hair careMedia channels: Mobile & appsBudget: Up to 500k

Executive summary

Clear, Unilever Philippines' player in the male anti-dandruff shampoo space, is a far second to P&G's Head & Shoulders, which has the lion's share of the market at 68%.

Despite its winning formula and scent, Clear found it hard to carve a place for itself in both shelf space and advertising given the might of its competitor.

The segment is growing year...

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