Clear was launched in China in March 2007 as an Anti-Dandruff (AD) brand. It was the first shampoo to introduce a dual gender (white and blue bottle) AD solution for both men and women.

Thanks to Clear’s distinctive brand proposition and strong marketing communication on sports platforms, Clear has become the No. 1 (market share and brand equity ) dandruff shampoo brand for Chinese male consumers.

However, growth of the female business has been slower. Despite the long-running “Small S” TVC, people do not seem to realize that Clear also has strong female/unisex products. In recent years, Clear’s female market share growth has slowed, and Unaided Brand Awareness (UBA) and Equity of the Clear brand among females has been stagnant and even showed a declining trend.

KPI for success:

1) Improve unaided awareness with females by 5 points GTS

We went as big as title sponsorship, which was the largest branded content activity in the recent Clear marcom history.

A variety of executions were deployed, including around-content, in-content and beyond-content, to maximize the value of the show.