InnerShine Prune Essence had been perceived as a health drink. The objective was to move it to a beauty platform – “Inner Health for Outer Radiance”
Find a face to best represent Malay beauty – Camelia – and record a song, extolling the virtues of inner beauty. Accompany this with a supporting campaign across different media.
Results:Consumers engaged by encouraging them to enter a contest, by singing their own version of the song on radio and internet.