Unilever: Pond's Men Face Trip of Their Lifetime

Pond's Men, a men's skincare brand, increased its sales in Indonesia by launching a campaign that gave men the opportunity to win a free trip to a popular destination in Asia.

Campaign details

Brand: Pond's MenLead Agency: Mindshare IndonesiaRegion: Indonesia

Strategy

Objective

While Pond's Men remains the brand leader in the facial care segment in Indonesia, it was suffering from flat sales growth. Likewise, its brand relevance was being challenged by alternative facial care products that were easily accessible but not necessarily formulated to suit the needs of young Indonesian men.

Previous campaigns were focused on brand superiority and product benefits. Pond's Men wanted to reposition its brand while actively engaging with their target market through awareness, education and lifestyle.

Anchored on their target market's desire...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands