Brand: Pond's Men
Brand owner: Unilever Indonesia
Agencies: Mindshare Indonesia, AdColony
Industries: Skin care, sun protection
Media channels: Events & experiential, Mobile & apps, Online video, Programmatic display, Social media, Sponsorship - media, Television, Word of mouth, influencers
Budget: Up to 500k
Pond's Men is the brand leader in the facial care segment in Indonesia, but it was suffering from flat sales growth. Pond's Men wanted to reposition its brand while actively engaging with its target market through awareness, education and lifestyle.
Anchored to its target market's desire for leisurely travel, Pond's Men launched the #TripLelakiMasaKini (Trip for the Men of Today), a promotional campaign where winners receive a free trip to any six popular Asian destinations, coinciding with the introduction of two new limited-edition variants: Pond's Men Pollution Out City Ready (for men travelling to urban cities) and Pond's Men Energy Charge Beach Ready (for those going on a beach holiday).