Client: CLEAR Men (Unilever) | Category: FMCG, Personal Care, Men's Haircare, Anti-Dandruff Shampoo | Scope: POSM Design, Retail Display, In-Store Activation, Celebrity Endorsement Campaign | Market: Malaysia | Ambassador: Erling Haaland | Agency: Laugh Contagious Communications, Kuala Lumpur
Global celebrity endorsements have a problem that nobody talks about: they look spectacular in a 60-second hero film, and then they have to survive being printed on a wobbler.
CLEAR Men signed Erling Haaland — one of football's most-watched athletes — to anchor their global campaign. Our brief was the part of that campaign every global rollout quietly depends on but rarely gets credit for: making the celebrity, the brand energy, and the campaign idea survive the translation from cinema-scale hero asset into Malaysian retail reality. Block displays. Gondola takeovers. Shelf strips. Headers. Standees. The last three feet of the shopper journey, where most celebrity campaigns lose 80% of their impact.
CLEAR Men x Erling Haaland — turning a global football icon into a Malaysian shelf moment.
We built a POSM system that didn't shrink the campaign — it amplified it. Bold typography, confident brand colour blocking, and football-charged energy designed to scale fluidly from a full gondola end-cap down to a single shelf talker without losing presence at any size. The result: a global ambassador campaign that hits as hard at the supermarket as it does on the screen.
The full gondola takeover — designed to carry the energy of Haaland into the supermarket aisle without losing presence.
Retail is the unglamorous half of celebrity marketing — and it's also where the money is made. A brand can spend millions on talent, production, and media, but if the in-store execution doesn't carry the same energy, the shopper makes their decision on price alone. POSM design, retail display systems, gondola takeovers, block displays, in-store activations — this is the discipline that closes the loop between a global brand campaign and an actual purchase. It's a category we love, because it's where strategy, craft, and commerce all collide on the same piece of cardboard.
Capabilities applied to this project: celebrity endorsement campaign Malaysia, sports ambassador campaign design, football celebrity FMCG campaign, POSM design Kuala Lumpur, retail display design Malaysia, gondola takeover design, block display design, in-store activation Malaysia, FMCG shopper marketing Kuala Lumpur, men's grooming POSM design, anti-dandruff shampoo retail design, integrated retail campaign Southeast Asia.
Activating a global ambassador, a sports celebrity, or a regional KOL at Malaysian retail?
