A courtroom judge "urges" a lawyer to continue with her case. The word "urge" causes our young lawyer to recall her real "urge" for Herbal Essences. The ensuing fantasy sequence features our heroine being shampoed by three hunkiy "Herbal Guys" while they sing about the "Urge to Herbal."
Philosophie
Shift the classic category paradigm from focus on generic end benefits (silky, shiny, manageable hair) to in-use experience -- the pleasure of a haircare product with a fabulous fragrance, a beautiful package, herbal ingredients and the ""naughty but nice"" attitude of a totally organic experience. The result: the brand catapulted to the #2 position and our now famous campaign has become part of the pop lexicon.
Problème
Herbal Essences, the #3 brand in the 1970's, was nearly extinct by the 1990's. The re-birth of the natural trend offered a second lease on life. But with a budget less than 15% of the leading brand, jumping on the "natural" bandwagon woudn't be enough. They needed a breakthrough idea to rejuvenate the brand.