Clear: From battle to bottle – Clear China's esports breakthrough

John Dawson, Nicholas Short

Clear, a male anti-dandruff shampoo brand, infiltrated e-sports culture to reach its target audience of young Chinese men and drive sales.

Campaign details

Brand: ClearBrand owner: UnileverLead agencies: Mindshare China, Unite ChinaContributing agency: Shanghai Chiyang Culture MediaMarket: ChinaSector: Hair careMedia channels: Gaming & in-game advertising, Livestreaming, Merchandise & free gifts, Mobile & apps, Online video, Social media, Sponsorship - sportsBudget: 1 - 3 million

Executive summary

Although Clear accounts for nearly 80% of the male shampoo market in China, the category remains immature, with only 14% of Chinese male consumers consciously purchasing male shampoo. (Source: Unilever)In order to drive the category expansion to deliver...

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