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Pond's White Beauty

Pond's is the biggest Unilever brand in Asia. Pond's White Beauty is the main product line in South East Asia, with strong presence in Philippines, Indonesia, Thailand, Cambodia, Myanmar, Vietnam and India. We decided to land a new approach for these two 2017 variants: Pond's White Beauty for Oily Skin (Philippines + Indonesia) and Pond's White Beauty Dry Skin (winter edition for India). With two innovative approaches to beauty, we disrupted the category and the historically Pond's approach with fun insights: the digital influence on millennials and GenX for Philippines and Indonesia and the Bollywood tradition with a twist for India. With a strong TV and digital presence, as well as online retail, our campaign contributed to reversed a 7-year decline and helped sales grow 37% faster than the category in APAC.

Project Roles
Content Strategist, Copywriter
Company
Ogilvy & Mather
Skills
Copywriting
Media
Commercials - Broadcast, Scripted TV, Social Media Content
Project Industries
Beauty
Pond's White Beauty