Background

Summers were about to hit Vietnam. It is a time when the cooling menthol variants of shampoos invest heavily on media. Clear Menthol, the market leading shampoo brand in Vietnam wanted to maintain its leadership, while taking a price hike.

Problem

How could a shampoo brand tell a benefit story without being boring?

Solution

Don’t tell people about the ultimate cooling effect – make them feel it.

Idea

The Clear Snowfall

Results

75% positive brand mentions, highest for a shampoo brand.

Conviction increased 7 points

During summer, Clear grew the fastest and the most, compared to any other shampoo brand.