This idea is essentially a media innovation idea, meant to deliver high impact through an element of surprise (placing Clear in another brand’s advertising) and a media multiplier by riding on other brand’s media and production investments. Media execution was key to overcome the challenge of convincing other brands to allow the integration of Clear in their advertising and to execute the idea across different mediums. The Clear creative agency and media teams worked with the agency and media teams for the 3 brands that had agreed to partner with Clear – Lifebuoy, Rexona and Kibon, to identify live assets and execute the integration of Clear across a broad spectrum of media including film, digital, print and point of sale.

The campaign has been planned as a World cup campaign to leverage Neymar’s appeal and has gone live recently. However, the campaign has been qualitatively tested and the results were very encouraging. Respondents overwhelmingly recalled the Clear branding and message because of its uprising integration. Respondents also overwhelmingly associated Neymar Jr. with Clear even when exposed to a clutter of commercials from all brands that Neymar endorsed in Brazil.