How Clear made shampoos an office supply in Japan

Clear, a shampoo brand, increased sales to men in Japan by promoting its hair-health benefits through businesses.

Campaign details

Brand: ClearBrand owner: UnileverLead agency: ADK TokyoCountry: JapanIndustries: Hair careMedia channels: Magazines - consumer, Newspapers, Outdoor, out-of-home, Online video, Social media, Websites & micrositesBudget: 1 - 3 million

Executive summary

In a low-involvement category suffering from disengaged audiences, Clear, a shampoo brand, successfully made Japanese men try and adopt a new hair-care culture.

We did this by re-introducing a product largely seen filling the cluttered shelf space at the local supermarket to a new place – your office.

Clear made a bold strategic choice of...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands