We persuaded eight of the world’s top designers to create four slinky sleeves each for our bottles, and we unveiled the collection at a red-carpet event attended by the designers and the world’s press.It was the first time Milan’s mayor had allowed the Palazzo Reale to be used for a private event.We dressed woman-size bottles, and showed them on the catwalk. Sotheby’s auctioned them off for charity. Footage of the show was used in 3-minute clips on television. And we printed a catalogue in postcard form and inserted it in fashion magazines.And then we turned the collection over to the public.We exhibited giant bottles in prominent locations in Milan. In the windows of major fashion stores. In 2,000 temporary stores of our own across the country. And, extending our extraordinary partnership, in the boutiques of our eight designers themselves.

1Mio contour bottles were sold during the Milan Fashion Week in the PoS activations, and over 50,000 full-body sleeves in one week at the customised corner at La Rinascente alone. Media covered the launch event with 70 articles in 1 month, with an estimated yield of 48,000,000 impressions. According to Millward Brown trackings, vs. pre-campaign readings, brand awareness and purchase intent were up +10%, while brand attributes ‘It’s a cool product’ and ‘Trend-setting’ gained 30%. Moreover, 100,000 € were collected during the auction in favour of the earthquake victims.