CASE
Smurf Apparel and Fashion accessories with LPP for their young adults segment. LPP is one of the key fashion retailers in CEE and currently owns 5 clothing brands, whereas most of them license the Smurfs. Launched SS 2013.

OBJECTIVES

  • Support release of the Smurf 2 movie Summer 2013
  • Extend brand vertically (age) and horizontally (channel and product)
  • Maintain long term partnership with the key fashion retail chain in the territory

KEY MEDIA & MECHANISM

  • Focus on point-of-sale visibility and in-store

KEY RESULTS

  • Through very trendy and innovative design and product development, sales have proven above expectations in Q3 ’13
  • LPP has decided to use the Smurfs opening a new store concept for young women’s apparel in Middle East

BRAND IMPACT

  • Both brands had a positive return of investment. Sales increased around the Smurf 2 Movie release Summer ‘13 and so the product helped gain momentum around the movie 2 across CEE
Z8159-09M-003