Clairol Herbal Essences and the first sonic advert
Herbal Essences, a widely recognised leader in the hair care market, felt like broadening their appeal and targeting a slightly older demograph than usual – and they felt like doing something different. IPC Innovator came up with just the thing.
Through sponsorship of Desperate Housewives and regular television adverts Herbal Essences already had a good tv presence.
IPC Innovator suggested extending that to lighter TV viewers, in a fun way, while utilising an existing Herbal Essence property - the soundtrack of their television advert - hence, the Herbal Essences sound-chip inserted into 400,000 copies of Marie Claire.
“The ad furthers Herbal Essences' communication strategy where we are always looking for new and innovative ways to reflect the unique character of 'naughty but nice'. We have a real feeling that Herbal girls will love it”
Clairol Herbal Essences and the first sonic advert pdf
