Procter & Gamble/ Herbal Essences | MMA Global

Procter & Gamble/ Herbal Essences

November 12, 2004

Brand: Procter & Gamble / Herbal Essences

Company:  M-Qube


  • 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 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  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.