P&G Herbal Essences

Crack the Cap

SITUATION: Herbal Essences is an established brand known for its enticing fragrances. Our challenge was to make it more relevant to a younger audience in a crowded and constantly changing marketplace.

APPROACH: We created a faux social issue around ‘cap crackers’ in supermarkets. The more irresistible the fragrance the greater the extremes women go to enjoy it. Which is why it was necessary to ask women to crack the cap responsibly.

OUTCOMES: We achieved a 6% points shift for purchase intention (six times the norm) and Ad recall shifted 16% points. Over 3 months we got 3.6 million views, 17k likes and 3.5k shares on social media channels.

‘The campaign achieved the highest engagement ever on Facebook in the Australian hair and beauty category.’