The strategy, summarised by the claim ‘8 great stylists dress a unique taste’ was designed to celebrate women through fashion: 8 top fashion designers, all women, were asked to contribute with their own Contour bottle sleeve to generate the key theme. This way we launched an event framed in the Milan Fashion week, a party with 600 attendees among stylists, the press and public stakeholders; where woman-sized bottle models ‘walked’ a life-size catwalk. The bottles became collectibles auctioned by Sotheby’s, display material for OOH and top window shops, design for limited edition productions, and the subject of TV/Print campaign.

1Mio contour bottles were sold during the Milan Fashion Week in the PoS activations, and over 50,000 full-body sleeves in one week at the customised corner at La Rinascente alone. Media covered the launch event with 70 articles in 1 month, with an estimated yield of 48,000,000 impressions. According to Millward Brown trackings, vs. pre-campaign readings, brand awareness and purchase intent were up +10%, while brand attributes ‘It’s a cool product’ and ‘Trend-setting’ gained 30%. Moreover, 100,000 € were collected during the auction in favour of the earthquake victims.