Brand: Unilever Philippines / Clear
Lead agency: POKKT
Clear, Unilever Philippines' player in the male anti-dandruff space, is a far second to P&G's Head & Shoulders, with the latter having the lion's share at 68% in the anti-dandruff shampoo space.
Clear has a winning brand equity in cooling and freshness. As a challenger brand, Clear needed to differentiate itself from its main competitor to augment its winning brand equity – it needed to look into an untapped space it can own.
Clear, being unable to become an official NBA sponsor, aimed to build affinity in the basketball space by harping on the seasonality of the NBA season, tapping a space where:
- the anti-dandruff market leader is not present in; and
- NBA fans are most likely engaged in.