Unilever CLEAR Headgear Cover Plan
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.
Copywriter / Planner
Kazuma Aoki (CHERRY)
Communication Director / PR Director / Planner
Shotaro Nieda (CHERRY)
Shohei Okamoto (ADK)
Kenji Tamagawa (ADK)