Clear: Snowfall

Alexandre Boin

This case study describes how Clear Menthol, the shampoo brand, sought to maintain its leading market share whilst increasing the price of the product in Vietnam.

Clear: Snowfall

Alexandre Boin

Campaign details

Brand owner: UnileverAgency: Lowe VietnamBrand: ClearCountry: VietnamChannels used: Internet – display, Magazines – consumer, Public relations, Word of mouth and viralMedia budget: Up to 500k

Executive summary

This is how Clear set out to make people feel a 'cool' that they had never experienced before during a Vietnam summer, traditionally the best season for sales of their core Menthol shampoo variant. The aim was to maintain those sales whilst at the same time raising the product price by 50%.

Summer was about to...

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