Pond's Men: Bodybuilder

Skincare challenger brand Pond's Men leveraged a new way of thinking to shake up a tired category and reverse declining sales in Indonesia.

Campaign details

Brand: Pond's MenBrand owner: UnileverLead agency: Ogilvy SingaporeContributing agencies: Mindshare IndonesiaCountry: IndonesiaIndustries: Skin care, sun protectionMedia channels: Mobile & apps, Online display, Online video, Social media, Television, Word of mouth, influencersBudget: 500k - 1 million

Executive summary

Pond's Men, a skincare challenger brand, needed to reverse a sales decline in Indonesia. The brand identified a business opportunity to launch a new variant to fill a gap in its portfolio – but how do you launch a product your audience has so little interest...

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