CASE STUDY
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.
![](images/Case-Study.png)
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.