Unilever Cambodia: RICE

This case study shows how Unilever used a film and a travelling roadshow style promotion to increase sales of various beauty, food and other brands in Cambodia.

Agency: Havas Riverorchid CambodiaCountry: Cambodia

Summary statement

Cambodians, and rural Cambodians in particular, hold a number of beliefs engrained over millennia. As our campaign strategy shall show, these include two views that:-

  1. Fate will decide - the individual is largely powerless to act against her.
  2. And Fate - far more often than not - is cruel, not kind.

Historically prone negative expectations, and deeply fatalistic, rural Cambodians believe that they are largely powerless to influence outcomes - and that outcomes are more likely to be detrimental than beneficial.

When briefed by Unilever to create a massive travelling...

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