• The renowned soccer player is the new face of the brand for the control of dandruff of Unilever
Buenos Aires, November 9, 2009. Clear announced that Cristiano Ronaldo, the most important and best paid soccer player in the world, is the new face of the brand.
With the phrase “Cleared to perform non-stop” —a pun that emphasizes the continuous performance of Clear — the brand launched itself to promote in the male market the benefit of using a specific dandruff shampoo for men who have activities at all hours.
“For men of action, the day lasts much longer than 9 a.m. to 5 p.m.”, said Martín Segura, Marketing Director of Unilever, adding that “The modern man should feel fit to go to the gym, socialize, play sports. , having a date … they are not willing to give up anything, and just a sign of dandruff can put their self-esteem at risk ”.
Segura says Cristiano Ronaldo’s reputation — on and off the court — makes him the perfect representative for Clear Men. “He personifies continuous performance, without pause, and self-confidence … be it on the soccer field or in a nightclub, and this is what the brand wants to convey.”
Our studies show that there are differences between the scalp of men and women. Also, men are more prone to dandruff and hair loss.
The Clear commercial starring Cristiano Ronaldo can already be seen on local television and in countries such as China, Indonesia, Brazil, Thailand, Vietnam, Russia, Arabia, Turkey and Italy, where the brand has a strong presence.
Ronaldo — with the powerful line “My name is Cristiano Ronaldo and I wear Clear Men” —is the latest addition to a group of high-profile celebrities in charge of promoting Clear.
Previously, those who represented the brand internationally were pop star Nicole Scherzinger and Rain, the Asian artist of the moment. In our country, Clear’s ambassadors are Paola Krum, star of a television commercial made exclusively for Argentina, and actor Nacho Gadano. Very soon, Clear will reveal the new feminine face that we will meet in 2010.
All Clear brand ambassadors are internationally recognized figures for their first-rate performance and represent “the performance” that the brand embodies. Also, they are icons of style, which denotes to the consumer that Clear is much more than a functional product that solves the problem of dandruff.
About Cristiano Ronaldo
Cristiano Ronaldo is a Portuguese footballer who plays for the First League club Real Madrid and the Portuguese national team.
He was born on February 5, 1985 in Funchal, the capital of the Portuguese island of Madeira. His middle name, Ronaldo, was chosen by his father in honor of his favorite actor, former United States President Ronald Reagan.
Ronaldo began his career as a young player at Nacional and his success with the team earned him a move to Sporting CP two seasons later. His early talent caught the attention of Manchester United manager Alex Ferguson, who signed him at 18 for £ 12.24 million in 2003. During the following season, he won the FA Cup and reached the UEFA Euro 2004 final with Portugal, where he scored his first international goal.
In 2008, Ronaldo won his first UEFA Champions League title and was recognized as the best player of the match. He was named FIFPro World Player of the Year and FIFA World Player of the Year, as well as becoming the winner of the Ballon d’Or, a title that Manchester United had not achieved 40 years ago.
His pass to Real Madrid for 94 million euros was the most expensive pass in the history of world football.
About Clear
Clear is a new generation of dandruff control products. Its innovative CLEARTECH technology leaves hair and scalp 100% free of visible dandruff with regular use.
About Unilever
Unilever, a leading company in meeting the needs of nutrition, personal care and home cleaning, is on a mission to add vitality to life, creating brands that help people feel good, look good and get more out of life. . Every day 160 million consumers in 150 countries on five continents choose Unilever products. Present in Argentina since 1926, the company markets brands among which the following stand out: Ax, Sedal, Rexona, Dove, Lux, Pond’s, Suave, Ala, Skip, Cif, Drive, Vivere, AdeS, Hellmann’s, Knorr, Cornstarch, Lipton and Cica.
