Clean & Clear’s morning energy campaign

24 Jul,2012

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By A Correspondent


Clean & Clear didn’t want their brand to be associated only with problems. They wanted girls to celebrate their skin and have fun with their beauty regime. This sparked the need to launch Clean & Clear’s new fruity range – Clean & Clear Morning Energy Face wash.


Internationally, the Clean & Clear Morning Energy range is advertised as the perfect solution for girls who’ve had a late night and need to perk up in the morning. However, inIndia’late nights’ have negative connotations of parties and irresponsibility. They kept Indian sensibilities in mind while creating communication for this new range.


Research with teen girls confirmed what they had feared. They immediately rejected the notions of late nights claiming that it didn’t hold true for them. However, when spoken to about their daily routine, they found that most teens spoken to went to sleep after midnight on weekdays. In fact, they stayed up much later when they had exams or project submissions due.


They have created a series of fun TVCs that showed a girl employing unusual techniques to wake her best friend up. They’ve used these spots to communicate that in addition to your best friend, you also need an alarm clock for your skin.


The TVCs were followed by a crowd-sourcing contest on social media where contestants were asked to shoot their own crazy ways of waking their best friends up. Radio, outdoor and print was used to reinforce the message that there’s now an alarm clock for your skin.



Chairman & CCO: Sonal Dabral

President: Rajiv Sabnis

Executive Creative Director: Louella Rebello

Group Creative Director: Hanoz Mogrelia

Art: Rithwick Raghunath

Copy: Kashyap Joshi

Account Management: Sharmila Malekar, Sumeeta Bhangalia & Aastha Chopra

Account Planning: Aditya Kanthy, Mitali Srivastava, Saloni Handa



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