Clear: Courage to Challenge - Strategic pivot to take on category convention
Cleef Chong, Jonathan Nienaber
Hair care brand Clear strengthened its meaningfulness among youth in China and positioned itself as an effective anti-dandruff brand, with a strategic pivot that associated Clear with fighting anxiety.
Campaign details
Brand: Clear (shampoo) Brand owner: Unilever Entrant company: MullenLowe SingaporeIdea creation: MullenLowe Singapore Market: Greater China Sector: Hair care Media channels: Online videoBudget: 3 - 5 million
Executive summary
In China, Head & Shoulders...
