The Deli Garage: STOP THE WATER WHILE USING ME! - AROUND THE WORLD

Credits & Description:

Advertiser: THE DELI GARAGE
Agency: KOLLE REBBE, LOTTMANN PR
Category: Best Use of Music and/or Sound Design
Final Artwork: Anne Schmuecker (Kolle Rebbe)
Copywriter: Gereon Klug (Korefe)
Producer: Detlef Warnecke (Kolle Rebbe)
Photographer: Jan Burwick
Art Director: Christine Knies (Korefe)
Stylist: Christoph Himmel
Copywriter: Sabine Kuckuck (Korefe)
Creative Director: Antje Hedde (Korefe)
Account Management: Jana Behrens (Korefe)
Executive Creative Director: Sascha Hanke (Kolle Rebbe )

Execution
By contacting 30 of the most influential worldwide bloggers in person and providing them with information about the story behind STOP THE WATER WHILE USING ME! and exclusive samples, we quickly succeeded in generating a strong buzz in the design scene. This led to lifestyle blogs picking up on the story and then the ‘old’ media jumping on the bandwagon. News spread rapidly, from The Mail On Sunday to Cosmopolitan, the Oprah Winfrey Blog, Wallpaper and business press such as Wirtschaft Heute.

Relevancy
The all-natural cosmetics market is rather crowded. Launching another product is quite a risk. With hardly any money for classic advertising the product has to be a strong, buzz-creating PR Case right from the start.STOP THE WATER WHILE USING ME! is an all-natural cosmetics brand with an already built-in PR message. With a range of bathroom products – hand soap, shower gel, shampoo, toothpaste and toothbrush – it encourages people to start thinking about the water they use and waste. As a start up, the company spent money on research, product development and design. The PR was intended to be done with very low costs, relying on the PR power of the product itself.

Effectiveness
This success shows that taking into account the PR goals at an early stage can be extremely worthwhile, particularly during the development and product naming stage. With a budget not even reaching a five-digit figure, we achieved global mass media attention of 29 million PR impressions. STOP THE WATER WHILE USING ME! was featured in broadcasts on national and international prime time TV channels an in the main national newspapers, beauty and design blogs and radio shows. Even Oprah Winfrey blogged about it. http://www.oprah.com/blogs/Our-Favorite-Hair-Product-This-MonthThis led to numerous requests from retailers all over the world. Distribution requests rocketed by 74% during the first 8 weeks of the PR campaign.As a result, STOP THE WATER WHILE USING ME! is available today in hotels all across Europe and in 250 stores worldwide, including hotspots like -Colette (Paris)-Thank you thank you (London)-Isetan (Tokyo)-& Other Stories (Canada, Berlin, Stockholm, Paris, Milano, Barcelona)-Sissy-Boy Netherlands (30 stores in total)-Perfect Potion (retail stores in Singapore)-The Minimalist (Australian #1 online store)The website + shop (http://stop-the-water-while-using-me.com) recorded 100,000+ visits in the first 60 days, rising to 550,000+.

Client Brief Or Objective
The goal was to find retailers worldwide that would take the products into their retail shops and expand sales opportunities. This had to be achieved with very low costs.Prior to this, STW! was only available through the brand’s own web shop.

Strategy
The PR strategy, first of all, concentrated on design blogs. The concept of the product, being the message itself, shows a unique approach toward product development and product design. The design bloggosphere, therefore, seemed to be the ideal entry platform, as this is where lifestyle bloggers and journalists seek their source of daily inspiration.

Campaign Description
STOP THE WATER WHILE USING ME! is an all-natural cosmetics brand with a built-in PR-message. With a range of bathroom products – hand soap, shower gel, shampoo, toothpaste and toothbrush – it encourages people to start thinking about the water they use and waste. As a start-up, the company spent money on product-development, research and design. The PR had to be done with very little costs.