First, we demonstrated that whole cities can protect their walls with superhydrophobic coating against public urinators.

Then, we communicated that everybody should be able to do so.

Therefore, we developed the handy Peeback Spray, perfectly suited for private households.

2015: After a two week's testing phase, the coating applied by painters from the neighbourhood to the most frequented walls in St. Pauli. To maximize the campaign’s effect, we put up warning signs on the walls. We documented the action, and its YouTube video went viral and caused massive media attention. Other cities like Cologne, Mainz, London, San Francisco and Gold Coast continued the action – and thousands asked for the coating. Perfect time to launch our product: The Peeback Spray. Order now on peebackspray.com.

With over 5 million views on YouTube and worldwide headlines, we created more than 400 million media impressions. This media attention created a whole new target group of private persons and the world-wide demand to Peeback raised massively. The original action, "St. Pauli Peeback", became a trademark and gained a veritable image that we can rely on, regarding the communication of the Peeback Spray.

Thousands of people asked us where to buy the coating. The answer: Peebackspray.com

And, of course, we forced public urinators to reconsider their behavior. The coating’s hydrophobic effect lasts for one year.