Painting a picture for a new icon.
Under the slogan „P.O.W.E.R rather than puppets“ edding launched their first line of nail polish on the German market: edding L.A.Q.U.E.
It was Stein’s task to raise product awareness and boost selling of the 58 colour shade strong nail polish line via in-store and OOH-guerrilla promotions.
For the in-store promotions we created promotional areas in selected Müller drug stores that drew lots of attention to the product. Customers were cleverly routed to the designated areas where they were greeted by our expert advisors and pampered with a free quick manicure from our NailArtists.
Alongside these promotional actions at the POS we branded iconic Volkswagen Type2s and sent them on the road through Germany. Their drivers stopped at highly frequented spots for a pop-up promotional action and also offered expert advice and free quick manicures to passers-by.
Our actions raised awareness for this new iconic product and ensured a successful start into the beauty segment for edding.
High sales figures and the great feedback from Müller customers confirm that the brand’s goals were met completely.