New products from blog idea.Our mission was to change Licca's ‘good wife and wise mother’ of yesterday into a more modern trendy young woman living in the 21st century. We decided to send her off on a world tour. She travelled to ten key cities: Paris, Milan, Los Angeles, New York, Honolulu, Nairobi, Shanghai, Kyoto, London and Helsinki. These, in turn, served as inspiration for a new line of Licca products each reflecting local culture. In other words, the campaign encompassed not only communication to consumers but also our client’s merchandising strategy.