Guhl Ikebana Digital, Promo THE FIRST CHAMPAGNE SHAMPOO by Jung Von Matt/Alster Hamburg

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Industry Cosmetics & beauty products, Shampoos
Media Digital, Interactive & Mobile, Promo & PR
Market Germany
Agency Jung Von Matt/Alster Hamburg
Executive Creative Director Mathias Stiller
Creative Director Boris Schwiedrzik, Markus Ewertz
Art Director Marc Tebart
Copywriter Friederike Sinning
Designer Linda Fischer, Mareike Geiske
Editor Laura Mogalle
Released July 2010

Credits & Description

Category: Fast Moving Consumer Goods (not including food)
Advertiser: GUHL IKEBANA
Product/Service: SHAMPOO
Agency: JUNG von MATT
Date of First Appearance: Jul 20 2010
Entrant Company: JUNG von MATT, Hamburg, GERMANY
Executive Creative Director: Mathias Stiller (Jung von Matt)
Account Superviser: Andreas Freitag/Ilan Schäfer (Jung von Matt)
Creative Director: Markus Ewertz (Jung von Matt)
Creative Director: Boris Schwiedrzik (Jung von Matt)
Art Director: Marc Tebart (Jung von Matt)
Copywriter: Friederike Sinning (Jung von Matt)
Account Manager: Sarina Neumann (Jung von Matt)
Designer: Linda Fischer (Jung von Matt)
Designer: Mareike Geiske (Jung von Matt)
Art Buyer: Marjorie Jorrot (Jung von Matt)
Editor: Laura Mogalle (Jung von Matt)
Agency Producer: Sven Hannemann (Jung von Matt)
Final Artwork: Anja Bierau (Jung von Matt)
Media placement: Champagne Bottle - - 02.08.2010

Describe the objective of the promotion.
For more than 70 years, GUHL haircare has been synonymous with natural ingredients.
In 2010, the brand's founder, Gustav Guhl, would have celebrated his 100th birthday. Our task was to create an idea that honours this anniversary and commemorates it with its fans.

Describe how the promotion developed from concept to implementation.
We developed a special product that, in line with the company’s philosophy, consisted of a natural ingredient: the first champagne shampoo.
To present this shampoo in a deserving manner, we created a handmade glass bottle in a luxurious champagne style, while maintaining the characteristic GUHL shape.
In addition to this masterpiece, we took the shampoo to production. Bottles were sent out to journalists and multipliers as a gift. A further 5,000 were drawn among fans in a sweepstake on the website.

Explain why the method of promotion was most relevant to the product or service.
How does a haircare brand celebrate the anniversary of its founder? Just like anybody celebrates an anniversary – with champagne.
Finally, our idea went to production and became available to all the fans.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The bottles were snapped up in a very short period of time. During the sweepstake’s period the website’s page impressions increased by 41%.