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 Men Brand owner: Unilever Entrant company: Mindshare Asia Pacific, Singapore Market: Indonesia Sector: Skin care, sun protection Media channels: Social media Budget: 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

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