Styling worth superlatives…

The bestselling 3-in-1 Styling Cream that put us on the map had started to lose momentum.

The goal: get people excited about it again, and remind them it could do a lot more than slick-backs.

Eight agency pitches later, nothing felt quite right. After the last empty “girlhood” inspired pitch, I took matters into my own hands. I couldn’t stop thinking about the spirit of girlhood, nostalgia, and the timing of the campaign going live in September.

Then it clicked: Most Likely To. A yearbook-inspired campaign that turned the product’s three very different functions into superlatives — celebrating our cream as The Overachiever and highlighting it’s different uses in a cheeky way.

Most likely to smooth things over. Most likely to make waves. Most likely to blow you away.
Overnight I served us up a 360 degree idea (masterclasses, letterman jackets, a mini locker influencer send) with legs for DAES.

Two of my original pitch slides are below!