Herbal essences

Task

Herbal Essences had lost touch with their 90s cheeky roots, producing rational ads that were failing to capture attention.

To launch their new range endorsed by botanists at Kew Gardens they needed a way to stand out from the crowd.

Insight

Natural haircare was dominated by images that were quite frankly - dull.

From women in linen dresses cycling through fields of wheat, it was a sea of same and inauthentic to Herbal’s cheeky, sassy roots.

What we did

We created an advert that was inspired by a music video, full of attitude, sass, and powered by the OG - mamma nature herself.

When it came to our rational proof points and the endorsement of Kew gardens that gave our product legitimacy, we brought them into fun social ads that would stop the scroll, whilst reassuring that our product would give them the nature-infused ingredients they wanted for long luscious locks.

Results

Bio:renew went on to be the most successful launch within P&G haircare across the EU.