Pond's is the leader in the moisturizer category, but in the
anti-ageing segment it was losing out to Olay. Pond's Age Miracle
wanted to address this and take back market share.
Pond's recognized that marriage is a key focal point for women
and that they also like to follow the lives of their favourite
celebrities, many of whom were going through high profile divorces.
Pond's wanted to position its product as the secret weapon for
wives to have long and happy marriages.
Pond's recruited a major female celebrity, Memes as a brand
ambassador, in the year when she was completing her 20th
year of marriage to equally famous musician Addie MS. The message
was that Pond's Age Miracle had helped her keep her youthful good
looks and keep the marriage alive.
As a gift to his wife, and in partnership with Pond's, Addie
created 'The Miracle of Love Concert' to call on husbands to give
presents to their wives. The concert brought together several
Indonesian artists celebrating the beauty of love and marriage,
including Marcel & Dewi 'Dee' Lestari, Glenn Fredly & Dewi
Sandra, Becky Tumewu & Irwan as well as stage couple Harvey
Malaiholo dan Vina Panduwinata. The campaign was supported in store
with trials of the product. Upon purchase of the product, women
could select a free CD by Addie MS or a ticket to the Miracle of
Love concert. This was promoted and amplified on Print, TV and
radio For those who could not make it to the grand event, the show
aired on TV.
As a result, the national value share rose from 1% to 4 % year
on year and free PR worth around $5m was generated.