Campaign details
Brand: Pond'sAgency: Mindshare IndonesiaRegion: APAC
Strategy
Objective
Fueled by an increasing number of men adopting grooming regimes in Indonesia, the market for men's skincare has gone from zero to a multi-billion business. Pond's – a leader in the skincare sphere traditionally dominated by women's products – wanted to take advantage of this trend by boosting awareness of its male skincare line, Pond's Men.
Brand research revealed that despite the increase in men's grooming products, Indonesian men often end up purchasing women's products due to low awareness. To convince its male consumers to cross...