We’re dialling-up the classic P&G brand.
To celebrate the launch of the Herbal Essences bio-renew partnership with Kew, we’ve brought back the iconic in-shower moment with a vengeance, but this time for today’s empowered consumer.
The campaign sets out to re-introduce Herbal Essence’s original natural roots in a cut-through way – without losing the brand’s reputable sense of fun. It’s a smooth transition from the old ads of the 90’s and 00’s as the brand grows up from a notoriously cheeky label, to a sassy, empowering and naturally conscious haircare brand.
Our ad centres around the proven power of botanicals to transform your hair and your attitude – set to an uplifting botanically based music video. In it our heroine lets loose in a moment of Herbal Essences botanical bliss, in the middle of the Palm House at Kew Gardens. This fierce attitude is carried through to the print and social assets, with the fully integrated campaign due to go live this summer across the UK and Europe.
The campaign launches in the UK with TV at the beginning of June and then on TV in Germany and other European markets over the summer. It’s the biggest UK-led campaign created for over 5 years, and covers TV, OOH, experiential, digital and social assets. The ad was created by us, directed by Melody Maker, with post-production from The Mill+. An experiential pop-up product launch is expected to appear in a London location later in the Summer.
