Graham Rose
Manchester, United Kingdom
TitleCourtroom
Agency
Campaign Urge - Herbal Essences
Advertiser Procter & Gamble
Brand Clairol
PostedAugust 2001
Product Herbal Essences
Business Sector Shampoos & Conditioners
Tagline Herbal Essences. A totally organic experience.
Story A courtroom judge "urges" a lawyer to continue with her case. The word "urge" causes our young lawyer to recall her real "urge" for Herbal Essences. The ensuing fantasy sequence features our heroine being shampoed by three hunkiy "Herbal Guys" while they sing about the "Urge to Herbal."
Philosophy Shift the classic category paradigm from focus on generic end benefits (silky, shiny, manageable hair) to in-use experience -- the pleasure of a haircare product with a fabulous fragrance, a beautiful package, herbal ingredients and the ""naughty but nice"" attitude of a totally organic experience. The result: the brand catapulted to the #2 position and our now famous campaign has become part of the pop lexicon.
Problem Herbal Essences, the #3 brand in the 1970's, was nearly extinct by the 1990's. The re-birth of the natural trend offered a second lease on life. But with a budget less than 15% of the leading brand, jumping on the "natural" bandwagon woudn't be enough. They needed a breakthrough idea to rejuvenate the brand.
Media Type Television
Length
Market United States
Actor / Celebrity
Creative Director
Copywriter
Art Director
Agency Producer
Director
Director of Photography (DOP)
Sound Design Company
Production Company

People related to this work

Related Ads

Trending

Create a free Talent profile and become a member of AdForum

Get Started