Every woman in the world gives in to a man who is sorry, truly sorry. That’s why we created Tearsues working on this insight. Our challenge was to promote the brand on Valentine’s Day with a very small budget. So we created a funny piece of direct marketing that accompanied every bouquet man bought. A packet of tissues sprayed with a special menthol oil capable to make the toughest man cry to the tears.

• Implementation: 3000 packets of Tearsues were delivered on our florist shops all over Spain.

• Timeline: The campaign lasted a month and ended a week after Valentine’s Day.

• Placement: It was reported on social network but were given in our shops.

• Scale: Spain

• Business impact: Spanish Association of Florists ( AEFI ) image grew by 14 % during the campaign. In less than a month the 3000 Tearsues packs we made were given. Bouquets sales increased by 12%.

• Response rate: Campaign effectiveness was very high. Every one who bought flowers those days took with a smile our Tearsues. Positive comments on social networks reflected the acceptance of the campaign.

• Change in behaviour: Both men and women took the campaign with humor. The different uses that were counted in the video of Tearsues helped that both sexes interpret the piece and have fun with it.