Pond's White Beauty uses music to ignite the true meaning of Ramadan

Pond's, a facial cream by Unilever, increased brand interest and purchase intent among young women by creating a song that spoke to their inner beauty during the month of Ramadan.

Campaign details

Brand: Unilever/Pond's White BeautyLead agency: Mindshare Indonesia, Unilever, AdColonyRegion: APAC

Objectives

Pond's, one of Unilever's most widely known facial creams in the world, was facing declining market share in Indonesia. For a market leader that has found brand resonance among its key audience, it had reached a plateau.

Indeed, with hundreds of other beauty care products flooding the market in the recent years, Pond's was losing its sheen among Indonesian women. Pond's knew that it was not possible to develop something new without risking the product's brand equity.

Unilever wanted to bring back...

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