Campaign details
Brand: Pond's MenBrand owner: UnileverLead agency: Ogilvy SingaporeContributing agency: David MadridMarket: IndonesiaSector: Skincare, sun protectionMedia channels: Competitions & contests, Gaming & in-game advertising, Livestreaming, Online video, Social media, Television, Word of mouth, influencersBudget: 500k - 1 million
Executive summary
Macho Man vs. Average Man – the big fight in men's skincare in Indonesia.
The male face cleanser category in Indonesia was dipping in terms of size, penetration, and now even relevance with every passing year. Where every brand was cloaked in machismo, Pond's...