Case Study: Inclusive Marketing with POND'S
Industry
CPG
Unilever - USA
Role
Account Director
Timeline
2016
Agency Credits
Weber Shandwick
Captura Group
The Challenge
POND’s faced the challenge of maintaining cultural relevance and emotional resonance with Hispanic women, a core audience with deep brand affinity but evolving beauty expectations. The goal was to break age-related stereotypes while reigniting love for a heritage skincare brand through authentic, culturally driven storytelling.
The Strategy
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Cultural Personalization: Leveraged insights about Hispanic women's leadership in beauty category spending, trendsetting, and celebrity influence. Chose actress Jordana Brewster, a Latina widely admired by Hispanic audiences, as the campaign’s spokesperson and face.
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Multi-Lingual, Multi-Channel Storytelling: Created the #AntiAgeLimits (#EdadSinLimites) movement , sharing personal stories through English and Spanish content, leveraging Jordana Brewster and diverse Hispanic influencers, emphasizing there are no “age limits” to living one’s best life.
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Community Engagement: Engaged 18 influencers representing women of all ages and ethnicities to spread personal testimonials, foster open conversations online, and shatter age taboos.
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Authenticity Over Aspiration: Shared behind-the-scenes stories and user experiences, focusing on real women’s journeys—beyond “glamour shots”—to reflect the values and aspirations of the audience.
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Product Efficacy: Highlighted POND’s Rejuveness Anti-Wrinkle Cream’s visible results and affordability, positioning it as a simple and effective solution for radiant skin.
The Results
326
Media placements across National and Hispanic press outlets resulting in an estimated 45 million impressions
17MM
Social engagements across meta advertisements during the campaign period, including a spike in campaign hashtag usage and influencer content shared.
1 Jar
Sold every 10 seconds during the duration of the POND'S Rejuveness campaign.
19%
Sales increased for POND's Rejuveness.
Other Notable Statistics
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Strengthened Cult Following: The campaign reinforced POND’s relationship with Hispanic consumers—known to over-index in skincare purchases—by honoring identity and family values.
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Business Impact: Retail and e-commerce partners reported a double-digit sales lift in the Rejuveness anti-wrinkle line among Hispanic and General Market shoppers during the campaign window.
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Positive Press Coverage: Campaign coverage spanned both mainstream and Spanish-language media, earning positive commentary for challenging age stereotypes and driving inclusive conversations.
Anita's Recommendation for Brands:
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Authentic Representation is Key: Partner with spokespersons and influencers who genuinely reflect the values, backgrounds, and aspirations of your target audience.
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Cultural Nuance Matters: Go beyond translation—tailor storytelling to the lived realities, bilingualism, and family-centered mindset of Hispanic consumers for deeper resonance.
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Empower With Purpose: Campaigns that inspire consumers to break taboos and celebrate self-expression build trust and emotional loyalty.
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Amplify Community Voices: Leverage stories from real users and a diverse influencer network to foster credibility and organic dialogue.
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Combine Legacy with Innovation: Heritage brands can thrive by balancing their trusted reputation with innovative approaches and addressing contemporary societal conversations.
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Data-Driven Decisions: Use market insights—such as spending behaviors and influencer studies—to inform creative, product, and media investments for maximum impact.
Interested in a brand transformation like this? Let’s connect.