Clear: Dandruff

Credits:

Promo Lions 2006
No Award
Fast Moving Consumer Goods
DANDRUFF
UNILEVER THAILAND
ANTI-DANDRUFF SHAMPOO

Advertising Agency: LOWE & PARTNERS KUALA LUMPUR, MALAYSIA
Baldish Kaur Lowe KL Art Director
Kevin Sim Lowe KL Art Director
Christie Herman Lowe KL Copywriter

Objective
To introduce CLEAR anti-dandruff shampoo to a market already saturated with many anti-dandruff shampoos, in a fresh and engaging manner.

Development
Because CLEAR is a new player in the market, we wanted people to give it a try. We decided to use 10% discount to encourage trial. But instead of in-store promotion, we decided to encourage trial in a high traffic area within malls. It's an unexpected place to find a shampoo ad and it encouraged participation while demonstrating to people what the shampoo does.

Relevance
CLEAR is an anti-dandruff shampoo. We wanted to communicate that in the most direct yet fresh and engaging manner. To add to this we also offered people a discount and demonstrated to them that getting rid of danduff with CLEAR is as easy as peeling the discount coupon.

Outcome
The promotion ran for 2 weeks. It was a success as it encouraged trial with over 51% of the coupons redeemed. It also helped the client attain a foothold in a very saturated anti-dandruff shampoo market.