Unilever’s first and largest shampoo brand, Sunsilk is on an ambitious journey to be No. 1. To become the leading player, we had to be the brand most loved by Filipinas. Not an easy task for a 60-year old brand to connect with a target market that is made up of young girls (18-25 years old), who are young, fun, social and always-on-the-go. Hinging on the Filipinas’ desire for shape & fragrance, we activated our leading variant (Pink) to fuel girls’ game for anything attitude with smooth and “bangong-gigil” hair, a colloquial expression encapsulating our fragrance superiority. However in the cluttered space of advertising where multiple brands compete for consumers’ attention, it wasn’t enough for our products to be relevant, Sunsilk needed to be creative and disruptive. Objectives and success factors were increased brand saliency, equity, penetration and market share in order to narrow the gap versus the market leader.

A first by any brand in the Philippines, the videos featured our new celebrity ambassador Kathryn Bernardo conversing with the viewing audience during a morning commute, lunch out with her crush or spontaneous meet up with friends at night. Videos reinforced the product benefit through the message: with smooth & “bangong-gigil” hair, you’ll always be game for anything that comes your way!

We brought this digital idea to life through other massive and strategic channels. We used both radio and LED billboards, which transition in real-time from morning, noon and night. Whether our girls were on their desktop/mobile devices, on the road or listening on-air, no matter the time of the day, Sunsilk fired them up with smooth & fragrant hair and game for anything attitude!