Agency: Wunderman Thompson Bangkok
The Thai beauty market is huge and highly competitive.
The two most dynamic sectors in the market are hair and skin. Sunsilk is the leading hair brand, though under heavy pressure from other Unilever brands and especially P&G's Rejoice which, along with other specialist brands, has gained a lot in 'conviction'. As the leader, maintaining sales and penetration is a perennial challenge and growing them an even tougher one, especially in Bangkok. Typical communication solutions rely on a combination of local celebrities and functional messaging, with online conversation a powerful driver to connect with millennial girls.
To grow Sunsilk we needed to do something different in how we went about targeting and how it tied into the global brand idea of celebrating self-discovery without jeopardising the functional story to drive sales.