Pond’s: Pond's Men x Star Wars Dirt Fader mobile campaign

Pond's, a cosmetics brand, raised brand awareness and increased purchase intent among men in Indonesia.

Campaign details

Brand: Pond'sAgency: Mindshare IndonesiaRegion: APAC

Strategy

Objective

Fueled by an increasing number of men adopting grooming regimes in Indonesia, the market for men's skincare has gone from zero to a multi-billion business. Pond's – a leader in the skincare sphere traditionally dominated by women's products – wanted to take advantage of this trend by boosting awareness of its male skincare line, Pond's Men.

Brand research revealed that despite the increase in men's grooming products, Indonesian men often end up purchasing women's products due to low awareness. To convince its male consumers to cross...

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