Antoine Delgrange
Advertising Manager at Procter & Gamble
Paris, France
TitleFruit Fusions Menu 1
Agency
Campaign Fruit Fusions - Procter & Gamble
Advertiser Procter & Gamble
Brand Clairol
Date of First Broadcast/Publication 2003 / 1
Product Herbal Essences
Business Sector Hair Care Products
Story SUMMARY

The challenge for the Herbal Essences Fruit Fusions campaign was to generate interest in the launch of the new collection and to grow the Herbal Essences brand as a whole. Based on the insight that the target enjoyed washing their hair and they wanted it to be a pleasurable experience rather than a chore, a tropical fantasy to convey the pleasure of using Fruit Fusions was created. Results were impressive, with Herbal Essences achieving a 29% growth year on year in Western Europe, a significant growth in brand value and considerably strengthened brand equity.
Philosophy CREATIVE STRATEGY

The campaign tapped into the insight that these women enjoyed washing their hair. They wanted it to be a pleasurable experience rather than a chore or simply a means to an end. The campaign aim was to communicate the experience of the new exhilarating Herbal Essence fruit fragrance in a fun, playful manner. The intention was that women would derive the same pleasure from watching the ads as they got from washing their hair.


The campaign featured women in a tropical fantasy, reaching the heights of pleasure as they washed their hair. A humorous twist to the ad, ‘Tropical Shower’ revealed the ‘naughty but nice’ character of the brand and showed that unlike other hair care brands, Clairol Herbal Essences did not take itself too seriously.


OTHER COMMUNICATIONS PROGRAMMES

- In-store activity: Fruit Fusions was exploited holistically using many available tools to bring the in-store environment to life (in-store theatre with demonstrations, television screens in-store, speakers with the characteristic ‘Herbal’ sound and fragrance testers to drive trial).

- PR: A seeding strategy was put in place three months prior to the product launch, with key influencers and journalists.


MEDIA

- Broadcast

- Print


TOTAL MARKETING EXPENDITURE

Over €20 million.


MEDIA STRATEGY

A fully integrated communications strategy was implemented using television, print, radio and PR. The campaign was launched using television as the main communications channel to build brand awareness and trial. This was followed by print and radio to build frequency and to reinforce the exotic fragrance benefit.
Problem CAMPAIGN OBJECTIVES

- Grow brand volumes by 19% year on year across Western Europe.

- Grow brand value by 31%, to $75 million in Western Europe.

- Strengthen the brand equity of Clairol Herbal Essences, in particular the key attributes of fun, pleasure and fragrance.


TARGET AUDIENCE

The core target was defined as women, aged 16-35 years old. They liked the idea of products containing natural ingredients and fragrance was important to them. They were generally happy with their hair – they did not perceive themselves to have a particular problem which needed correction.


CAMPAIGN PERIOD

May 2003 to November 2003.
Result - Year on year, Clairol Herbal Essences has grown 29% across Western Europe. The target of 19% was achieved by January 2004, five months before the end of the financial year.

(Procter & Gamble 2004)

- In terms of achieving the value target of $75 million in Western Europe by the end of the financial year (June 2004), value sales of $100. 4 million was already achieved by April 2004. Since the launch of Fruit Fusions, there have been record value shares for Herbal Essences in the UK, Germany, Belgium, Greece and the Nordic countries. The campaign has also been successfully rolled out in all other P&G regions (North and Latin America, Eastern Europe and Asia).

(Procter & Gamble 2004)

- Research found there had been a dramatic shift in brand attributes relative to key competitors, proving that the launch of Herbal Essences Fruit Fusions has strengthened the overall brand equity. Compared to 2002 results and compared to its strategic competitors, a significantly higher number of respondents in 2004 found Herbal Essences Fruit Fusions to be a pleasure to use, fragrant and fun.

(Source: Procter & Gamble 2004/Equity Scan/WHO : NFO)
Media Type Print
Market Belgium, Germany, Netherlands, Norway, Sweden, United Kingdom, Portugal
Planning Director
Head of Market Analysis
Creative Director
Global Communications Director
Advertising Manager
Associate Marketing Director
Advertising Manager
Brand Manager

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