Pond's Men: Pond's appoints AI to write ad copies

Pond's, a health and beauty care products brand, launched a campaign in Indonesia to stand out in a crowded market and connect with the new generation of male consumers.

Campaign details

Brand: Pond's MenBrand owner: UnileverEntrant company: Mindshare Asia Pacific, SingaporeMarket: IndonesiaSector: Skin care, sun protectionMedia channels: Social mediaBudget: Up to 500k

Executive summary

POND'S was competing in a fast-paced skincare category and was facing the challenge of losing relevance with Millennials and Gen Z consumers. At the same time, the brand was scaling up its precision marketing efforts. There was an opportunity to use AI technology to drive creative excellence at scale.

Market background & objectives

Data driven marketing is a key pillar in Unilever's...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands