Campaign details

Brand: Clear Men
Brand owner: Unilever
Lead agency: Mindshare
Contributing agencies: Perform, Click
Country: Vietnam
Industries: Hair care
Media channels: Gaming & in-game advertising, Online display, Online video, Programmatic display, Public relations, Search marketing, Social media, Television
Budget: 1 - 3 million

Executive summary

Functionally, haircare brand Clear Men is associated strongly in consumer perception with its main benefit of anti-dandruff. However, emotionally, Clear Men still needed to strengthen its relevance to male consumers and build stronger RTBs. Unlike women, men do not find a compelling reason to use male shampoo. Their normal behaviour is to use unisex products or to share haircare products with their family, and they find that good enough not to change.