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Unilever CLEAR Headgear Cover Plan

MISSION

The Japanese haircare shampoo category was already a Red Ocean. And although the brand was a late-comer, success came from discovering a new target and developing a unique distribution channel to reach them. This also led to engaging men who had low interest in shampoo brands.

PR CREATIVE IDEA

The Headgear Cover Plan has been adopted by a number of organizations ranging from the professional baseball team, Fukuoka Softbank Hawks, to Domino’s Pizza. Developing a new distribution channel for shampoo through a B-to-B channel was highly acclaimed and received extremely high PR exposure. This also contributed to raising sales through e-commerce. The campaign has also been extended to Thailand as the "HAT Heroes" campaign.

IMPACT

着帽手当は福岡ソフトバンクホークスからドミノピザまで多数の着帽企業が導入。BtoBチャネルに目をつけたシャンプーの新しい流通チャネルとして、爆発的なPR露出を獲得。ECを中心とした売上アップにも貢献した。現在、タイでも”Hat Heroes”としてキャンペーン展開中。

STAFF

  • Copywriter / Planner

    Kazuma Aoki (CHERRY)

  • Communication Director / PR Director / Planner

    Shotaro Nieda (CHERRY)

  • Art Director

    Shohei Okamoto (ADK)

  • Creative Director

    Kenji Tamagawa (ADK)

WORKS