The botanicals in Herbal Essences ‘bio:renew’ are proven to transform not just your hair, but your attitude. So we wanted to show how unleashing Mama Nature’s secrets gives you hair you want to flaunt. An idea that really resonated with our “greenish” consumer, who values the natural credentials of Kew but still wants a brand that promises confidence-giving hair.
The integrated campaign launched first in the UK on TV, Print, OOH, Digital and POS. Then following its huge commercial success it was rolled out in Germany and other European Markets. It was supported by a noisy PR campaign featuring billboards across major cities with 3,000 detachable paper ‘leaves’ impregnated with wildflower seeds – and a voucher to redeem against purchase.
All combined, it’s the biggest UK-led campaign created for over 5 years, and remains P&G’s best performing work in Europe.
