Affluent consumers will not try Seda because it is a mass product, that costs only €2 per bottle. We needed to get across this barrier, and put Seda into the hands of more hype audiences. A simple sampling action would not suffice, because these consumers don't see Seda as a cool brand. So we created a different texture for it, paper made of shampoo, and sent it out as an invitation to selected consumers.

An envelope containing an invitation made of Seda Shampoo Paper, with the letters cut out so the formula was untouched. Consumers never expected to get a sample of Seda without packaging - all they needed was to dissolve it in water and apply to hair. The invitation included tickets to Sonar Festival, a well desired event.

Seda was not among the choices of more affluent, trendy consumers in Brazil. Being perceived as a mass product means not being able to generate experimentation, no matter how effective and advanced the formula is. What our design achieved is to preserve the formula, but without all the visual codes that would deem it a Seda sample, therefore something the target audience would turn away from. The impact caused by this new way of presenting the product, therefore the brand, was enough to create trials.The buzz and word of mouth generated among trendsetters who received the piece were enormous.