Clean & Clear: See the real me - a Himalayan odyssey

This case study shows how Clean & Clear, a facial wash brand, challenged category norms and increased its sales by using real Indian teens in ads.

Clean & Clear: See the real me - a Himalayan odyssey

Campaign details

Brand owner: Johnson & JohnsonLead agency: DDB Mudra GroupBrand: Clean & ClearCountry: IndiaIndustry Bath toiletries, soapsMedia: Online video, Point-of-purchase, in-store, Social media, TelevisionBudget: 1 - 3 million

Executive summary

Confronted by market leader Himalaya's unrelenting hold on the facial cleansing market, Clean & Clear decided to take its battle to a new turf – Month-On-Month growth rather than market share. It decided to reconnect with its core audience of teens and reframe the teen...

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