Since the birth of the teenager in the 1950s, males have rebelliously used their hair to create their identity, stir the envy of peers, parental scorn and to get the girl. This paper tells how communications have helped VO5, an established ladies’ hair care brand, to win over 16-24-year-old lads, build ‘cred-stock’ for VO5 Extreme Style, and become the number one hair styling range for men in the UK. Since 2004 the ‘Break the mould’ campaign has remained consistent with its message, whilst reinventing itself with new settings, music tracks and funky hairstyles. It has generated a payback of £1.75 for every £1 spent on advertising