November 12, 2004
Brand: Procter & Gamble / Herbal Essences
- Leverage the mobile channel to reach target demographic of teens and young adults.
- Integrate with P&G’s nationwide marketing campaign “Never Underestimate the Power of Herbal”.
- Drive interactions with Herbal Essences music, content, images and messages on an ongoing basis.
- Strengthen the relationship with the target demographic and promote sales of hair care products.
In a milestone for the U.S.marketing industry, Procter & Gamble teamed with m-Qube to launch the first cross-carrier mobile storefront for a major packaged goods brand in the U.S. The online mobile storefront is integrated with Procter& Gamble’s nationwide Herbal Essences marketing campaign, “Never Underestimate the Power of Herbal.” Consumers can interact with Herbal Essenes music, content, images and messages at www.herbalessences.com/mobile. Herbal Mobile members can send a text message to a friend, receive hair care alerts, take a compatibility quiz and download ring tones and images to their phone.