In 2016, when Clearasil wanted to build real trust with teens, we realized that the only thing that would feel genuine to teens is the truth. And the truth is, Clearasil is a company located in Parsippany, New Jersey, full of highly skilled professionals who know a lot about teen acne but nothing about teens. So in an evolution of the company’s “Let’s Be Clear” campaign, Clearasil agreed to brazenly go where few brands are willing to go, and admit that they don’t know how to look cool to teens.
“We Know Acne, but We Don’t Know Teens” launched with a series of 10 videos. The first film is a declaration to teens that the brand is going to explain how Clearasil products work by guessing what teens are into. Each subsequent film is one “guess,” ranging from things like extreme sports to inspiring content of birds being released into the wilderness.