Company:UnileverIndonesiaTbkPT Brand value:US$223 million Year on year change: 4% Headquarter city:Jakarta Industry:Personal care Year formed:1975
Clear is an anti-dandruff shampoo that has become one of the biggest shampoo brands in Indonesia, with heavy investment from parent company Unilever in television and outdoor advertising and the huge popularity of anti-dandruff hair products. The brand targets both men and women with a fresh, cool image and highly functional messaging; Clear positions itself as the only brand that is truly effective against dandruff, a powerful message to consumers in a tropical climate where dandruff is a common complaint. Its slogan is ‘Tak Ada yang Disembunyikan’, or ‘Nothing to hide’, and Clear is the biggest spender on advertising among shampoo brands in the Unilever portfolio. This year’s commercials have promoted core Clear variants and have continued the brand’s long-standing links with football, sponsoring the Indonesian national team and associating itself with the footballing chant ‘Ayo Indonesia Bisa’, or ‘Go, Indonesia, we can!’. Unilever Indonesia is listed on the Indonesia Stock Exchange.