ORGANICS

THE BRIEF:
Organics shampoo launched new packaging and mix for their entire wash and care range. The aim was to encourage consumers to develop an emotional response to the brand, and to regain market share from Pantene. The product is aimed at women aged 16-45, in ABC1 and C2 groupings.


THE SOLUTION:
72 performers, in teams of six, visited retail venues all over the country in one of South Africa's biggest ever product trial exercises: 1,000,000 samples were distributed.
A'Cappella groups of three men "serenaded" passing women with a version of Sixpence None The Richer's "There she goes", the song used in the above-the-line campaign, while female performers distributed samples. The performers had been given extensive product training and were able to advise consumers.


THE RESULT:
Organics experienced an increase in market share of 4.73%, placing Organics only 0.2 share points behind Pantene. Again, there was extensive mainstream and marketing and advertising press coverage.