Unilever Philippines: Pond's Clear Solutions - Siren

In July 2009 Unilever Philippines, the creator of Pond’s Clear Solutions facial wash, was struggling to stabilise sales.

Unilever Philippines: Pond's Clear Solutions - Siren

Ogilvy & Mather Philippines

SUMMARY

Thanks to the recession, the total facial wash category1 penetration in the Philippines was declining fast. Despite an aggressive promotion, penetration continued to dip, proving that the relevance of facial wash had greatly weakened over time. With an unsuccessful attempt to increase penetration, there was only one more chance in 2009 to arrest that decline.

This is a story of how we grabbed that chance by raising alarm to the issue of pimples among teenagers, where they were most likely to be paying attention. The solution...

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