Brand: Clear Men
Brand owner: Unilever
Agency: Mindshare Vietnam
Industries: Hair care
Media channels: Gaming & in-game advertising, Online display, Online video, Search marketing, Sponsorship - media
Budget: 500k -1 million
Clear Men's functional benefits of anti-dandruff and refreshing coolness were well-perceived by consumers in Vietnam, but it still faced a challenge in changing male consumer behaviour to choosing shampoos for men, instead of a unisex product.
The brand understood that conventional communications talking solely about product superiority were not enough to convince the male audience. Clear Men needed to tap into their interests and passion points, just as much as creating compelling communications that spoke to them in their own language.