SOUTHEAST ASIA: Unilever's latest campaign for a Pond's anti-ageing solution aims to tap into the 'stay young' sentiments of a younger female audience -- the 25- to 35-year-old segment.
Armed with the proposition 'Fight 8 signs of ageing', the campaign, created by Ogilvy & Mather Jakarta, takes an aggressive stance against its competitors.
"We wanted to claim the high ground in the anti-ageing segment by communicating the superior capability of Pond's," said Gary Caufield, creative advisor, Ogilvy Jakarta.
"Pond's uniquely fights the eight signs of ageing in women as young as 25, while its main competitor currently combats only seven of these signs."
The creative adopts a theatrical approach to reach its more youthful audience. The TVC and print ads feature a young theatre actress who has just removed her stage makeup, only to discover -- to her horror -- premature wrinkles.
"We felt this approach would lend itself very nicely to a dramatic setting for a beauty commercial, and help break the clutter in this category," said Caufield.
"It gives the communication a cut-through quality while dramatising beauty and prestige at the same time. There are so many divas and stage actresses in the public eye these days that we thought it would be good to borrow from this genre as well.
"The campaign plays off the back of both stage and screen hits such as Chicago and Moulin Rouge."
The campaign will run on TV, in print and as point-of-sale collaterals in Vietnam and the Philippines.
According to Caufield, the campaign may also break in Thailand and Indonesia later this year.
