Pond's Men: World football party

Skincare brand Pond's Men developed a mobile-first strategy, backed by TV, digital ads, and on-ground events to boost brand positioning and market share in Indonesia during the 2018 FIFA World Cup.

Campaign details

Brand: Unilever / Pond's MenLead agency: DAZN Media Services LimitedCountry: Indonesia

Strategy

Objective

Majority of the Indonesian male does not feel the need of face cleansing and believe that skincare meant only for women.

To break this stereotype, POND'S MEN is trying to find new way to engage with male audience in digital platforms in a fun way. This is to help boosting POND'S MEN brand positioning and market share. To do this, Pond's Men riding on top male passion point and the biggest sport event in the world, World Cup.

The brand...

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