Clean & Clear: Teen skin? Always on teens' minds!

India's premier teen skin care brand, Clean & Clear, used a disruptive on- and offline campaign to grab the attention of teens, and win over both potential entrants and existing users.

Campaign details

Brand: Clean & ClearBrand owner: Johnson & JohnsonLead agency: DDB Mudra GroupCountry: IndiaIndustries: Skincare, sun protectionMedia channels: Online video, Social media, Television, Word of mouth, influencersBudget: 1 - 3 million

Executive summary

Clean & Clear, India's premier teen skin care brand, was losing share to the competition when it came to its flagship face wash. Clean & Clear Foaming Face Wash's pimple-busting expertise had pigeonholed it as a problem-solution expert. We were struggling to compete with 'naturals' brands that were preferred for everyday use. Moreover,...

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