BriefKeep transforming the rational into an emotional purchase decision and launch the “Explosión Cítrica” line extension.SolutionUsing the teen hottest phenomenon “Rebelde” as platform, we created our own celebrities, a virtual band of 3 girls with their personalities based on deep consumer understanding.

The band was launched with a single and a video, when they became a hit on radio and TV, the brand became their sponsor.

ResultsHE Mexico is the fastest growing top country globally Significant equity differences in all key attributesHas broken all share and shipment recordsHas become the preferred shampoo brand among teens.

Consumer UnderstandingWith deep consumer understanding we detected the positive social groups and their relations between them to create 3 psycographics and personalities.LaunchUsing “Rebelde” as a platform the band was launched unbranded.A single was distributed among top teen radio stations and discos, and the video plays on MTV.ExecutionThe C3Q’s (video included) hits the stores and our band opens “Rebelde’s” concerts.Once the C3Q’s are known, Herbal takes part with two consumer promotions.TV copies, magazines, In-store and “Rebelde’s” soap opera is used to create awareness and street marketing to be where the target is.