Clear: I know what you did last summer

Clear, a shampoo brand, used innovative haptic technology for an interactive mobile experience to reach Vietnamese millennials.

Campaign details

Brand: ClearLead Agency: MindshareRegion: Vietnam

Strategy

Objective

Clear has been the leading shampoo brand against Dandruff in Vietnam in the past 10 years, especially with Menthol variant. However, as loyal users grow old together with the brand, market share remains stagnant. Also, millennials are now offered with a variety of choices. Therefore, connecting with the youth is crucial for the brand to gain Penetration and Share. The question is, which occasion should we tap into.

Target Audience

Summer is the season when Millennials mostly seek out new experiences, socialize, and look forward to...

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