With Labello holding a No. 1 market positioning in South Africa, expectations are high on any brand innovation. Espresso DBN was briefed to launch Labello’s New Blackberry Shine stick, to a saturated marketplace by positioning the product as a hot new fashion accessory while maintaining a fun-loving, lifestyle partnership positioning in line with the brand DNA.
Strategic roll-out included packaging and shelf-level activation, social media, online influencers, media packs and a powerful competition to ramp up the excitement.
We created a South African first, with an interactive Whatsapp-based entry mechanism that allowed entrants to connect with our hand-picked influencer, share media and receive style tips.
