DARE TO BARE
DARE TO BARE
For those who suffer from chronic dandruff, going out can be an embarrassing ordeal, especially when wearing dark clothing. Clear Shampoo wanted to not only help long-time sufferers eliminate dandruff from their daily lives, but also imbue renewed confidence in those ashamed with having an unwanted winter wonderland on their shoulders.
In a world of inadequacy marketing where consumers are made to feel like they’re never good enough, Unilever’s Clear wanted to send a message of positivity. Instead of telling consumers to become something they’re not, Clear focused on empowering consumers to reach for a better life through a dandruff-free version of themselves.
Encourage people to take up the Bare It All contest, where participants pledge to use Clear shampoo daily to treat their longstanding problems with dandruff. ROOTS PR also engaged local celebrities Shaheizy Sam and Juliana Evans to inspire consumers to take part in the challenge. Participants were then invited to show off their dandruff-free hair at an evening gala while wearing dark, formal dresses. The gala allowed participants to show off their new dandruff-free hair and celebrated a bolder lifestyle due to this positive change.
Thousands of people took up Clear’s Bare It All contest, as the campaign’s message of embracing oneself without being held back by dandruff resonated among Malaysians. Hundreds of successful participants attended the star-studded evening gala, reaffirming their newfound sense of confidence and hair lustre. The campaign drew strong publicity and praise for empowering people by bettering their internal and external selves. Clear’s empowerment marketing clearly paid off, speaking to consumers’ inner confidence, its message standing out in the landscape of inadequacy.