Campaign details
Brand: ClearBrand owner: UnileverLead agency: ADK TokyoCountry: JapanIndustries: Hair careMedia channels: Magazines - consumer, Newspapers, Outdoor, out-of-home, Online video, Social media, Websites & micrositesBudget: 1 - 3 million
Executive summary
In a low-involvement category suffering from disengaged audiences, Clear, a shampoo brand, successfully made Japanese men try and adopt a new hair-care culture.
We did this by re-introducing a product largely seen filling the cluttered shelf space at the local supermarket to a new place – your office.
Clear made a bold strategic choice of...