Clear: Snowfall

Alexandre Boin

Campaign details

Brand owner: Unilever
Agency: Lowe Vietnam
Brand: Clear
Country: Vietnam
Channels used: Internet – display, Magazines – consumer, Public relations, Word of mouth and viral
Media 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 hit Vietnam, a time when the cooling menthol variants of shampoos invest heavily in media. Clear Menthol, the market-leading shampoo brand in Vietnam, wanted to maintain its leadership whilst enacting a price-hike. We needed to convince people that only Clear gives you the ultimate scalp-cooling effect.