To consolidate the Pink Kisses® brand on consumer level, increasing its popularity even further, Selecta one is engaging into direct dialogue with the end-consumer for the first time, launching a nationwide consumer campaign for the 2017 season in Germany.
The aim of this campaign is to create an affinity of the Pink Kisses® brand for the target group of young women aged 18 to 35 with buying power. It seizes on a subject, which is very important and emotionally charged for this target group: Friendship. Especially the friendship towards their best friend or their “girls clique” is of a very high significance to young women.
The campaign is taking advantage of this, aiming to establish Pink Kisses® as a loving gift among friends: “With Pink Kisses® I want to show my friend, how important she is to me, because friendship kisses are pink!”.
The focus of the campaign commencing April 2017 is a prize game in form of a photo competition, transforming the core message into an experience for the consumer. The competition is also a means to communicate through target group specific media to draw the target group’s attention. Based on the target group’s high affinity to social media, the photo competition relies on the most widely used networks Facebook and Instagram to generate a distribution as wide as possible.
Friends will be invited through selected print and online media to pose for or with each other for a selfie and share them online and always in the picture: the Pink Kisses® carnation and the Pink Kisses®-”friend-stick“, a little wooden stick with the Pink Kisses®-kiss. The friend-sticks will be available from selected trade partners as a product accessory, not only as a charming eye catcher at the point-of-sale, but also to generate an additional purchase incentive.