Campaign details
Brand: Clear (shampoo) Brand owner: Unilever Entrant company: DentsuIdea creation: Mindshare Ho Chi Minh City Market: Vietnam Sector: Hair care Budget: 1 - 3 million
Executive summary
Ramadhan is the most cluttered period in the Indonesian market. Every brand tries to outshout its competition to gain consumers' consideration.
For a brand with a small budget like Kitkat, it was not possible to win the war of share of voice (SOV). Instead, we decided to directly attack the consumer's share of wallet (SOW).
By...