Pond's: Face Your Hesitations and #SeeWhatHappens

Pond's, a beauty and healthcare brand, increased brand awareness in the Philippines with a campaign encouraging women to #SeeWhatHappens when they face their insecurities.

Campaign details

Brand: Pond's UnileverAgency: Mindshare Philippines

Strategy

Objective

In the Philippines, the Beauty and Personal Care (BPC) category has been growing faster versus previous years, with Pond's being the number one facecare brand. Despite being one of the key market leaders for BPC, Pond's continued to struggle with its brand equity among consumers. With the rise of new and small players in the market, together with its inconsistent brand messaging, Pond's was faced with the challenge of staying relevant and connecting with the target audience on an emotional level.

Knowing its target audiences – the millennials...

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