Herbal Essences is taking on cap-crackers in a new campaign running across Australia and New Zealand.
Set in a supermarket, the video interviews a security guard and a woman (we assume the supermarket manager) about the cap-cracking epidemic, which has seen women opening bottles of Herbal Essences’ hair products in the middle of the supermarket to have a sniff.
Apparently, the smell of it send’s women into another world and creates chaos, with one woman being caught spinning in the aisle and knocking bottles over, while another was spotted grabbing a man’s head after mistaking it for a coconut.
The issue is apparently so out of control, family syndicates are operating, with mothers using their children to create diversions around the supermarket in order to small the hair products.
“Every day they come to crack and sniff,” says the security guard. “These women just want their shampoo and no matter how much chaos it creates, they keep coming back for more.”