Herbal Essences, one of Procter & Gamble's billion-dollar brands, needed a way to tell its consumers about one of its new hair-coloring products and came to us. We conducted our FUNNY 'CAUSE IT'S TRUE (FCIT) program where we brought their brand team together at a comedy club with the Standpoint team.

Our hand-picked, research-fitted comedians performed jokes about hair, hair coloring, and hair products.
We then held a concept-generation session immediately afterwards. The Brand Team broke out into groups;
our comedian floated around and sat with each one. They bounced ideas off our comedian who helped
punch up some of their ideas.

The session generated over twenty insights that were not seen before by their brand team. After some vetting and discussion, the session revealed how coloring hair should be a "Joy, Not a Job". That nugget summed up women's attitudes towards the category. So the Brand Team qualitatively tested it and it became Herbal Essence's Advertising Campaign Idea for its $50 Million global re-stage. The Brand Team rated the session a 4 out of 5 for "sparking new ideas" and "understanding insights." And a 4 out of 5 for "recommend to another brand." And finally, a 5 out of 5 for "built my team's culture." We were brought back to work on other P&G products.