First, we demonstrated that whole cities can protect their walls with superhydrophobic coating against public urinators.

Then, we communicated that everybody should be able to do so – and created a whole new target group. People who want to protect their walls and facades. For them, we developed the handy Peeback Spray, perfectly suited for private households.

After a two week´s testing phase, the most suitable coating was chosen and ordered in large amounts. Within one week, it was applied by painters from the neighborhood to the most frequented walls in Hamburg, St. Pauli. We documented this action and its YouTube video went viral. Other cities continued the action.

Together with the producer of the industrial coating, we then developed the handy Peeback Spray for private households.

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 worldwide 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 coating’s hydrophobic effect lasts for one year.

The world became dangerous for public urinators. Because in 2015 in Hamburg´s St. Pauli, we started our guerilla promotion campaign with a simple product demonstration: By spraying the most frequented walls with a superhydrophobic (extreme water-repellent) coating. This makes for wet pants and shoes. We received massive media awareness and other cities (Cologne, Mainz, London, Gold Coast, San Francisco) continued the action.

Thousands asked us where to buy the coating. We then launched our new product – the handy Peeback Spray – and gave them an answer: On Peebackspray.com.

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. We made it a danger zone for public urinators: By demonstrating what a superhydrophobic coating can do to them. 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.