Suave Professionals is an affordable hair care brand that created a unique campaign in order to alter the way consumers view the brand.
Due to the brand's low cost, consumers are less likely to view it as a high quality hair care product. Suave Professionals wanted to change that perception, and came up with a fake concept brand to do this. It named the brand 'Evaus' (Suave spelled backwards), and packaged its regular Strengthening Honey Infusion shampoo in sleek, minimalist bottles. The brand then asked women to try the Evaus brand without them knowing that it was really Suave, and filmed them complimenting it and its quality. The brand then reveals the shampoo's true origins, and as a result flips viewers' perspective on how quality should not be determined based on the branding or cost of the product in question.
Suave Professionals' creative twist on standard shampoo commercials works to enforce that the brand focuses on quality, despite its products' affordability.