DOLLAR GENERAL HERBAL ESSENCES CLASSICS CAMPAIGN concepting
Key Visual
wow endcap display
The Dollar General customer team asked us to imagine what a campaign could look like for Herbal’s OG line of shampoos and conditioners — internally known as Classics. We deep-dove into insights on both the Classics consumer and Dollar General shopper, and found the sweet spots where they intersect: scent experience and regimen customization.
From there, we started with a key visual and headline to pressure-test our idea in its simplest, shopper-centric format. Once aligned with our clients, we dreamed up a custom wow end-cap, on-shelf signage, and a social activation to drive shoppers into stores.
Our approach was all about catching the eye in a crowded store with large die-cut header shapes on the end cap header. Then engaging the shopper once at shelf with copy and visuals that would entice their sense of smell. Finally, we included plenty of product education to help them easily choose the right variety, based on their unique hair type and preferred scent experience.
