Be Loud. Be Clear. Be You.

The Challenge

Clean & Clear's profit and household penetration has been in decline for four years, and the brand has not had any significant innovation or marketing update since the early 2000s. Could we entice Gen Z to try Clean & Clear, or would it always be "their parents' brand?"

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The Creative

We rebranded Clean & Clear from the top down with a new brand voice and platform: Be Loud. Be Clear. Be You. This new platform, along with our visual transformation, play into the best things about Gen Z: they're fearlessly authentic, as passionate as they are compassionate, and all about making a statement.

 

To serve our new brand platform,  we had to speak to Gen Z the way they speak to themselves and their friends. So instead of using influencers, we teamed up with other real teens. After screening thousands of teens we found our eight heroes over the course of three rounds of content. They're scientists, creators, and change-makers, the biggest-hearted kids you'll ever meet. And they're too busy changing the world to hide behind bad skin days.

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Each Be You video is comprised of POV footage, production footage, and interview footage.

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The Results

The 8 Be You videos have received millions of paid and organic views, and Clean & Clear's sales are up 30% in 2018.