Unilever/Clear: Ice Cool #BebasPutihPutih

CLEAR, an anti-dandruff treatment, launched #BebasPutihPutih, a thematic campaign raising dandruff awareness through OOH bus tours and video.

Campaign details

Brand: Unilever/CLEARLead agency: Mindshare Indonesia, POKKTRegion: APAC

Objectives

Dandruff is the no. 1 hair problem in Indonesia. Retail data says that 1/3 of total hair care purchases are in the anti-dandruff segment. The search volume of "ketombe" (means: dandruff) keeps increasing year on year, indicating that the problem constantly happens year on year, even worse.

However, dandruff's awareness has faded among Indonesian consumers. This is indicated by Millward Brown's recent study saying that anti-dandruff is no longer a benefit the consumers look for when choosing a shampoo product. This fact leads people to...

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