Herbal Essences have a reputation for having incredible smelling products, yet the brand is old and was perceived as a product for mums. We needed to target and bring younger women into the fold, but still have a broad appeal. Our brief was to look at the route to purchase, and consider how women interact with the product on shelf in the supermarket. We did not have huge media budget, told not to worry about length of spots or how many - only to create talkability - and to get people to share. The brief was also very much about product placement - how can we show our range without boring the audience. It became pretty clear to us very soon, we needed to find a way of engaging the audience by showing the product in the supermarket aisle.

Six ads were made, launching on Facebook and Youtube on 1 October 2016 - ending march 2017. The media was heavy in the first two months, and tailored back over the next six months. Minimal search was also utilised.

The implementation was targeted to a specific group - young females.

The launch ad of 90 seconds set up the cap-cracking epidemic, then it was followed up by a30 second spot and 4 15 seconds... only 2 of 6 are entered here.

This execution is the first ad - the launch - 90 seconds - in it we set up the epidemic and the debate "is it okay to crack the cap." We introduce our characters - doing it debbie - our anti-cap-cracker, sam the secruity guard and our three cap-crackers.