Unilever/Sunsilk: New Sunsilk generation

Sunsilk, a haircare brand, increased brand awareness and sales by launching a competition that offered consumers the possibility of being part of a new Vietnamese girl band.

Campaign details

Brand: Unilever Vietnam/SunsilkLead agency: Mindshare VietnamRegion: APAC

Objectives

Hair is one of the most important features of human personality and for Vietnamese girls, hair plays a big role in their self-belief. The hair care category is one of the top 3 spending categories with more than 7 brands maintaining a strong media presence. This makes the category more challenging and competitive. Sunsilk shampoo enjoys very strong brand awareness and moderate brand equity, however, the main problem with Sunsilk was its consumers perceived Sunsilk as a less exciting and interesting brand in the category...

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