Campaign details
Brand: Bad LabBrand owner: Citychemo Manufacturing (M) Sdn BhdAgency: Merdeka LHSMarket: MalaysiaIndustries: Shaving productsMedia channels: Online video, Packaging & design, Point-of-purchase, Sales promotion, Social media, Websites & micrositesBudget: Up to 500k
Executive summary
In Malaysia, men's personal care products were extensions of women's brands, so we saw an opportunity: men needed products made just for men. As a startup, category disruption was the only path. We created a new brand and rewrote the benchmarks in men's grooming and personal care by addressing an unmet consumer...