Throughout the film, we see one overjoyed girl after another. They dance, jump around, cry, almost faint and are totally unaware of their surroundings. In a few scenes, we see that little pink pieces of paper are causing their joy, but we can’t understand why. Finally, we see a girl whose bottom half is blurred, running out of the bathroom before pulling up her underwear. We read: “Win shopping trips to New York” and a pack shot with the line “Find a Pink Ticket & Compete”.

The song was used for the entire commercial to capture the reaction of the women finding Pink Tickets. We used the original version of the song and only shortened it to fit the length of the commercial. The song was licensed to us.

By pointing all communicative efforts towards the stores, the Pink Ticket campaign managed to both excite the trade and boost sales. Especially in Denmark, where liner sales increased by 22 %, and towels by 17 %. And in addition to the planned media activities, Libresse received an immense amount of positive press and exposure in social media. As a whole, the campaign reached out to 95 % of the target audience, and 85 % of women say that they will buy Libresse products next time. The campaign definitely gave Libresse a return on their investment – and then some.