CanYouTell.com

Objective

Suave Professionals, a mass-market hair care brand, needed to counter the perception that professional salon brands like Pantene, Matrix, and Nexxus were inherently superior. Droga5 created a campaign to demonstrate through direct consumer testing that Suave was indistinguishable from premium salon products, building brand confidence and justifying price parity.

Solution

An interactive online quiz at canyoutell.com invited consumers to identify which model used Suave Professionals and which used a premium salon brand, with pairs subjected to extreme hair conditions—mud, water, and other stressful scenarios. Participants completed the quiz to receive product coupons. The campaign included a Facebook promotion offering 200,000 free bottles of shampoo/conditioner to brand followers, plus a sweepstakes with prizes including a trip to New York, a $1,000 shopping spree with a Condé Nast editor, and a consultation with celebrity stylist Harry Josh.

Results

Not published.