In a cluttered, often undifferentiated market, how can we make our shampoo advertising connect with women?
When it comes to shampoos, we like to sniff before we buy. Cap-cracking and sniffing in the supermarket aisle is real.
People crack the cap and sniff. So we used this insight to create a cap-cracking epidemic, where some are for, and others, such as Doing-it Debbie, are vehemently against. Our mockumentary series see shoppers cracking and sniffing and being transported to a magical herbal essences world. Meanwhile Security guard Sam’s job is to keep the peace and move them on. Oh, and ensure that Debbie doesn’t seriously harm anyone with her grapefruit throwing.