Clear Men: We know when you are going to say cheers next

Shampoo brand Clear Men created a variant with beer as a key ingredient to appeal to men in Vietnam and promoted it programmatically via online display, video and social media ads.

Campaign details

Brand: Clear MenAgency: Mindshare

Strategy

According to a recent study, Vietnamese men consume over five standard alcoholic drinks on average per day, putting them among the top alcohol consumers in the world. Drinking beer is a feature of Vietnamese culture. Men drink beer to celebrate a victory and conversely to cope with stress in their life. It is all part of Vietnam's robust drinking culture; "one man without alcohol is like a flag without wind", declared a local.

Therefore, as a Shampoo brand in Vietnam for men, how can we tap into this cultural insight...

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