On August 3, from 9am, at five separate locations across Sri Lanka, we created festivals to celebrate the launch of new ‘Rose and Lemon’ Sunlight that more than 50,000 people attended. To get them there, channel-specific TV and radio teasers in the run up to launch announced the new fragrant variant and the auspicious date when launch events would take place. On the day, amid the live music, games and trade activities, anticipation built for the highlight of the show: the shower of rose petals. A branded helicopter flew to each event to shower festival-goers with ‘Rose and Lemon’ fragranced rose petals. A celebrity was onboard reporting his journey to each venue live on TV. Sri Lanka only covers 62,000 sq kms, so we could easily shower the main centres of the entire territory. The event was so huge that it made the main news on three major news channels.

Our TVCs achieved 60% reach. This was the first time multiple channel collaboration between TV and radio had ever taken place in Sri Lanka. The festivals were so huge they made the main news on three major news channels. At the events, 95% of coupons were redeemed that day. All our Sunlight stock for the day then sold out. After the fun had ended, Sunlight’s fortunes had revived fully. Sales achieved 70% of the full-year target in just three months. The pink variant will over-deliver its full-year target by 124%.