Clear: e-Sports Venture

Kevin Ty, Tricia Cruz, Kitty Faustino

Clear, the anti-dandruff shampoo, partnered the South East Asian e-sports games to overtake the previously undisputed market leader in the Philippines.

Campaign details

Brand: ClearBrand owner: UnileverLead agency: Mindshare PhilippinesContributing agency: Media5Market: PhilippinesIndustries: Hair careMedia channels: Content marketing, Online display, Online video, Social media, Sponsorship - sportsBudget: Up to 500k

Executive summary

Within the cluttered hair care category in the Philippines, two brands battled it out in the anti-dandruff space. Unilever’s Clear was a clear second player in anti-dandruff, only taking up 20% percent of share. As it was looking for something to differentiate itself vs. its main competitor and the rest of the hair category,...

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