INSIGHT & STRATEGY: SMALL IS THE NEW BIG•To land the biggest idea on Clear in the last 5 years, start small relevant conversations and hold them together with one local insight.? What could be the local link between dandruff – scalp and hair in Vietnam? Helmet.There are 20mil motorbike riders wearing helmets everyday. It's the hot weather and constant use of helmets that makes hair dandruff-prone, with an itchy scalp.? What could be the channels to connect with consumers in persuasive way? Talk via Media, Experience via Activation.We've approached consumers to talk about scalp expertise through consumer landscape.

2011 giving everyone else confidence in the pack.•Turnover growth: +34.3 %( vs. target 24.5%)•Val Share: +0.8% (vs. 2010 NW Shampoo market)•Achieve the highest market share ever in VN and put VN to global top highest share board: 25.4%NW and 27.1% Rural (Aug 2011)•We engaged more than 2 million people through our digital and on-ground presence since the launch, and the activation continues till end of this year.•Strengthen brand conviction from 39% to 46%•Brand attribute (Absolute endorsement):o Strengthen the ownership in “Effective against Anti Dandruff” at 69 o Build scalp care expertise at 50