Pond's Men Energy Face Wash: Creating An Electrifying Presence

In the wake of a boom in the men's grooming category business, every FMCG giant is looking to leverage the opportunities in this segment. HUL has launched a new product called Pond's Men Energy Charge Face Wash with coffee bean extracts. Further, to promote the product SAB Creations was vested with the brand communication duties at the MT touch points in Mumbai.

The brief for the POP promotion of the product was to bring forth the unique features of the product, that it is based on coffee bean extracts that revitalise the facial tissues. The brand activity started from the outside pillar wraps and inside the store, the Pond's Men Energy Charge Face Wash campaign showcases a battery made of a Coffee Bean from where directly the charge goes to the face. For the SAB team the challenge was to replicate this concept into a very dynamic P-O-P installation. For the right impact, first time they have used dynamic lighting in Hypercity Malad to show this charging effect.

Sairam Thiagaraja, CEO, SAB Creations, commented: "The brand briefed us to bring the'Face Ka Charger' message alive at Point of Purchase. From creating a bigger size battery with big size coffee beans to creating the LEDs to throw light on the face, everything was a challenge as lots of design intervention was needed to be done.”

Balaji Murugesan, Director, SAB Creations, said: "The length of the installation is around 45 ft along with a 9 ft high 3D dummy pack of the face wash and 7ft high 3D battery which is glowing and lit, and we made a 6ft high facial cutout of the brand ambassador Varun Dhawan.”

"We have used multiple materials like acrylic, MDF, Metal, LED and digital print and churned this idea into reality in just 15 days,” he added.
On a concluding note, Thiagaraja said, "Working with such premium brands always gives us a lot of satisfaction as they give us a free hand when it comes to creativity. Brands should experiment more and more with these kind of activities at the retail level to increase the shopper interaction which results in conversion.”