Souls Thongs Design & Branding STUDDED FOR ENHANCED PLEASURE by Rapp Germany

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Industry Shoes
Media Design & Branding
Market Germany
Agency Rapp Germany
Creative Director Stefan Setzkorn, Arne Heins
Art Director Magdalena Podobas
Copywriter Tom Bennett, Nicola Gross
Released March 2012

Credits & Description

Category: Special Editions & Promotional Packaging
Creative Director: Stefan Setzkorn (RAPP Germany)
Creative Director: Arne Heins (RAPP Germany)
Art Director: Magdalena Podobas (RAPP Germany)
Copywriter: Nicola Gross (RAPP Germany)
Copywriter: Tom Bennett (RAPP Germany)
Artbuying: Nina Diekmann (RAPP Germany)
Trainee: Anne Zacharias (RAPP Germany)
Planner: Stefan Pikl (Heye OMD)
Final Art: Rebecca Heinsohn (RAPP Germany)
Media placement: Condom Packaging - Shops - 21 March 2012

Describe the brief from the client
Souls flip-flops’ studded footbeds provide such sensual comfort that wearers receive intense pleasure with every step. Therefore, we wanted to create packaging that not only visualises this stimulation, but also stirs consumers’ arousal and desire – and proudly proclaims that Souls offer a soothing sensation unlike any other flip-flops. Walking is simply more exciting in Souls.

Describe the challenges and key objectives
The secret lies in the studded footbeds. The feeling of sheer pleasure makes Souls unique amongst flip-flops. They look – to use professional fashion lingo – rather nifty, and the pleasure they induce is downright OMG. Our challenge was to find the right imagery that best communicates this unmistakable walking experience and the studs that make all the difference.

Describe how you arrived at the final design
By providing a natural and comfortable feel, Souls studs induce an especially pleasant sensation for walkers. So what could be more appropriate than establishing an analogy to another product where studs play a big part in arousing and stimulating?
The idea to allude to a classic condom wrapper was born – and the familiar promise, "studded for enhanced pleasure", fulfilled our every need, helping our packaging resemble the real thing even more.

Give some indication of how successful the outcome was in the market
The element of surprise created by this unusual association of flip-flops and distinctive sealed packaging was immense. It immediately tickled imaginations and heightened curiosity.
A survey conducted to assess consumer preferences revealed that 95% of all shoppers understood the campaign straightaway.
These flip-flops have studs – and these studs make you feel gooooooood.