Ziba Beauty enjoys a cult status among their loyal customers as the first company to popularize threading, the ancient Indian art of eyebrow grooming, in America. In 2011, they enlisted the Hive to help them make a first impression with women who had never tried threading. Our attention-getting work used a bright, exotic color palette with unforgettable eyes—exactly the advantage that well-groomed brows deliver. We followed that up with a hard-to-resist offer: Try the service for just $5. This combination of strong, sexy brand work with a strong offer is indicative of the Hive at its best: Building awareness and driving trial all in the same campaign. The campaign launched in fashion print and on bus sides in Los Angeles in mid-2011.