Clear Cool & Fresh Key Visual
Client: Unilever
Ice Cool Menthol & Cool Sport Menthol are Clear’s core Clean & Fresh variants and especially huge in South East Asia (~60% SEA business). A new distinctive campaign is required to communicate the specific ‘Clean & Fresh’ platform benefits and works as a simple cut-through umbrella idea to cover both Unisex and Male variants via functional and emotional storytelling.
The big idea requires a Brand Visual Identity that can be distinctive for the campaign as well as the brand. The manifestation of 3 ticks as a Brand Visual Identity connects well with 3 ZERO TECH™, as well as the established distinctive brand asset of 3 scalp lines.
The ticks also represent themselves as a checklist, which connotes that the usage of this product will give you all CLEAR results from dandruff, germs, itch and grease.