POND’S Men: White boost #MukaCerahPantangNyerah

Pond’s men, a men’s skincare brand, increased sales in Indonesia by launching a humorous YouTube video that presented daily challenges thrown at men and the need for its cleanser to keep their faces bright.

Campaign details

Brand: POND’S (Unilever)Contributing Agency: Mindshare / OgilvyEntry Title: Pond's Men White Boost #MukaCerahPantangNyerahWinning Category: Best Creative PersonalizationPrimary Objective: Product AwarenessFormat: TrueView In-Stream Ads

Background/Context/Business Objective

South East Asia has a less developed male grooming industry, with an even smaller adoption for facial cleansers. However, internal data revealed that the face care category has high potential in driving consumer conversion in new markets and in the short-term most brands hero their face care variants to drive penetration.

Having launched in 2013 in Indonesia, Pond’s Men is a relatively...

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