First, we surprised the world by demonstrating that whole cities can protect their walls with superhydrophic coating against public urinators.

Then, we communicated that everybody should be able to do so. Therefore, we developed the handy Peeback Spray, perfectly suited for private households.

After a two-week-testing phase, the coating was applied by painters from the neighborhood to the most frequented walls in St. Pauli. To maximize the campaign’s effect, we put up warning signs on the walls. We documented the action, and its YouTube video went viral and caused massive media attention. Other cities like Cologne, Mainz, London, San Francisco and Gold Coast continued the action – and thousands asked for the coating. Perfect time to launch our product: The Peeback Spray. Order now on peebackspray.com.

According to the coating’s manufacturer, the hydrophobic effect lasts at least one year.

With over 5 million views on YouTube and worldwide headlines, we created more than 400 million media impressions. This media attention created a whole new target group of private persons and the world-wide demand to Peeback raised massively. Thousands asked us where to buy the coating. The original action, "St. Pauli Peeback" became a trademark and gained a veritable image that we can rely on, regarding the communication of the Peeback Spray.

Thousands of people asked us where to buy the coating. The answer: Peebackspray.com.

And, of course, we forced public urinators to reconsider their behavior.

The hydrophobic effect lasts one year.

Hamburg, St. Pauli had an issue with public urination. Until we started the first phase of a media campaign. We solved the problem right on the spot and sprayed the most-frequented walls with a superhydrophobic coating that splashes urine back. This made for wet pants and public urinators would read a warning sign: "Do not pee here – we pee back." We filmed this action which went viral and gained massive media attention. Thousands asked us where to buy the coating and we launched phase 2: The Peeback Spray was brought to market, a handy anti-pee tool for private households.

Our target audience are urban people from all over the world who want to protect the walls and facades of their houses, apartments, stores or any other building against public urinators.

First, we impressed the world by demonstrating that this problem can be solved. Via a viral video on YouTube and worldwide headlines in mass media we shaped their interest and raised the worldwide demand to pee back.

Now, we give them the solution at hand: The Peeback Spray.

With over 20 million visitors, St. Pauli is one of Germany’s most famous party districts with many drunks who pee wherever they please. That’s why we made it a danger zone for public urinators: By demonstrating what a superhydrophobic coating can do to them. Other cities like Cologne, London, Mainz, San Francisco and Gold Coast continued the action. Thousands who would never have asked for the industrial coating, suddenly wanted to buy it. Now, we give them what they need to do so: The Peeback Spray, perfectly suited for private households.