Campaign details

Brand: Pond's Clay
Brand owner: Unilever Indonesia
Lead agency: Mindshare Indonesia, AdColony
Country: Indonesia
Industries: Skin care, sun protection
Media channels: Mobile & apps, Online video, Programmatic display, Social media, Television, Word of mouth, influencers
Budget: Up to 500k

Executive summary

Identifying the benefits of using clay and a foaming facial wash as part of a good skincare routine gave Pond's the opportunity to innovate and launch Pond's Mineral Clay Facial Foam, a formula that converts mineral clay to foam, which was truly innovative and revolutionising in the market.

Pond's wanted to create category disruption by creating a new market and value network through the new product launch, communicating it as a game-changer in the skincare category. It comes in three variants: Pure White, White Beauty and Clear Solutions.