Clearmen Freestyler Essay

769 Words4 Pages
1. INTRODUCTION: 1.1. UNILEVER: Unilever is a British–Dutch multinational fast-moving consumer goods company. Its products include foods, beverages, cleaning agents and personal care products. It is the world's third-largest consumer goods company measured by revenues (after Procter & Gamble and Nestlé) and the world's largest maker of ice cream. Unilever is a dual-listed company consisting of Unilever N.V. in Rotterdam, Netherlands and Unilever PLC in London, United Kingdom. Both Unilever companies have the same directors and they operate as a single business. The current non-executive Chairman of Unilever N.V. and PLC is Michael Treschow while Paul Polman is Group Chief Executive. As of December 2011, it was the 18th largest company on the FTSE, with a market capitalization of £27.3 billion.[1] 1.2. SWOT ANALYSIS: 1.2.1. STRENGTHS: 1.2.2. WEAKNESSES: 1.2.3. OPPORTUNITIES: 1.2.4. THREATS: 2. CLEARMEN PRODUCT: 2.1. INSIGHTS, STRATEGY AND THE IDEA: Beauty and unisex segments dominate the Vietnamese shampoo category while male shampoo is relatively unknown; Clear Men took the opportunity to educate men on their scalp requirements and how Clear Men can help control dandruff. The challenge was “how to talk to men who do not use a male specific shampoo” and convince them Clear Men is the best product for them. The Insights showed that men’s passion points were technology and football. The idea was to communicate the dandruff-free, non-stop performance that the target would find appealing. To communicate the products benefits, ‘freestyle football’ was made the core focus of this campaign. The relevance between men showing their skills (looking good) and a young, cool approach to playing football helped us arrive at a great participatory platform. 2.2. OBJECTIVE: CLEARmen is a brand that is built on the functional story that men have

More about Clearmen Freestyler Essay

Open Document