Pond's Men: An oily love story

Skincare brand Pond's Men employed a multichannel strategy to challenge category codes and grow salience and market share in Indonesia.

Campaign details

Brand: Pond's MenBrand owner: UnileverLead agency: Ogilvy SingaporeContributing agency: David MadridMarket: IndonesiaSector: Skincare, sun protectionMedia channels: Competitions & contests, Gaming & in-game advertising, Livestreaming, Online video, Social media, Television, Word of mouth, influencersBudget: 500k - 1 million

Executive summary

Macho Man vs. Average Man – the big fight in men's skincare in Indonesia.

The male face cleanser category in Indonesia was dipping in terms of size, penetration, and now even relevance with every passing year. Where every brand was cloaked in machismo, Pond's...

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