THE OPPORTUNITY: The buyers at retail were tired of seeing the national campaign in their stores. They wanted fresh ideas and exclusive creative that could only come from them.
THE IDEA: We took a huge dive into our target market. We found out she was most likely single (not shopping for a family, like we usually assumed). We also found out she was on dating sites. And we made the connection that Nice 'n Easy Root Touch-Up is the perfect last-minute beauty secret for those last-minute dates. The idea came to life in store, online at CVS.com, and on match.com. (note: Match.com has creative rules and whatnot that we had to live by, so take that for what you will....but the idea: stellar)