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Direct mailer
A direct mail campaign aimed at creating column inches in glossy mags for Garnier’s anti-cellulite rollerball in time for the summer holidays.
The mailer targeted the journalists of these magazines and had to achieve stand-out in a competitive market and constantly remind the journalist of the product.
Counting down the days before they hit the beach, while reminding them to use the rollerball, the solution was the Bikini Countdown Calendar. Illustrating the benefits of the rollerball, at the start of the 2 weeks, the girl lying on the beach towel is covered by a blanket. As you count down, while using your Rollerball, the girl removes more layers, until the last day when she is wearing only a bikini.
The campaign was a great success, generating positive press coverage for the product.