Great Clips had been known for fast, cheap hair cuts. So when Great Clips came to us with a challenge to look at their positioning, “Relax, you’re at Great Clips”. We thought, wait, why do I need to relax? Should I be worried about something? Well, no. But that simple question made us realize the tagline needed to change. So we made sure it was crystal clear: “It’s Gonna Be Great.”

We used that strategy to talk to 18-25 year old males about the low prices, quality haircuts, short wait times, overall experience, and to launch Great Clips Online CheckIn and Clip Notes nationally — through a few thousand franchisee locations all at once.