Clear Shampoo: Unbeatable Branded Drama

Unilever had successfully launched its Clear anti-dandruff shampoo into the Chinese market but two years later it had lost momentum.

Clear Shampoo: Unbeatable Branded Drama

Agency: PHD MediaClient: UnileverProduct: Clear

Objectives

Unilever's Clear anti-dandruff shampoo launched into the China market in late 2007 and enjoyed rapid success, ending 2008 as the 5th most popular shampoo brand in China.

However, by the end of 2009, the rapid market share growth experienced throughout 2008 had slowed down and it seemed that the brand had lost its momentum.

Our overriding objective was to re-invigorate Clear sales in China and increase market share.

Secondary objectives related to the pressures of ongoing media market inflation and increased competitive...

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