Clear Men: Beating men's laziness
Shankar Rajagopal
Campaign details
Brand owner: UnileverAgency: LOWE ThailandBrand: CLEAR MenCountry: ThailandChannels used: Magazines – consumer, Outdoor, out-of-home, Print – general, unspecified, Radio, TelevisionMedia budget: Up to 500k
Executive summary
This paper is about an insightful, integrated campaign that helped Clear Men to almost double its value and penetration in one year in Thailand.
Clear is an anti-dandruff shampoo brand that launched a specific male variant in 2007 to grab the growing male grooming opportunity. However, after four years in the market both penetration...