Reaching consumers at Christmas is hard for any brand. And that’s exactly what vitaminwater asked us to do. Every festive season, our carefully chosen presents are wrapped in dull, generic wrapping paper; we decided it was high time for some originality.
We built the vitaminwater wrapping gallery in the heart of Soho, commissioned London’s most talented contemporary artists to create bespoke wrapping paper designs, invited shoppers to bring their presents – and leave with them wrapped.
People’s gifts doubled as one-off works of art and the space became an antidote to mainstream consumer culture. Artists like Inkie raised the profile of the project and got people talking and sharing their wrapping gallery experiences on social media.
The idea had people queuing around the block; a few familiar faces dropped by – Paloma Faith and Mark Ronson – and news of the wrapping gallery reached millions via print and online coverage.
By banishing dull wrapping paper, we overcame the biggest festive brand challenge of all: reaching consumers in a crowded Christmas marketplace.