Stride Group plc

A Prince keeps his cool in Henley

A Prince (of industry) decided to launch a range of Children's perfumes in the affluent markets of Arabia. He was anxious to avoid the sort of presentation which is held together by the use of cartoon characters. His brief was that the packaging should be fun, easy to handle and should definitely not be mistaken for something borrowed from Granny!

With a regal wave, the Prince selected a 50ml Verona from Stride's standard collection, it was tall, modern and slim enough for a junior potenate to handle.He decreed that the fragrance should be light and very cool, and that the package should convey that image.

Stride's proposal: what could be cooler on a hot Arabian afternoon than a fragrance taken straight from the fridge.Stride proposed that the bottle should be decorated with a thermo sensitive coating. At ambient temperature it would look as if the bottle was simply frosted. But once in the fridge the sensitive coatings rapidly changed colour, in this case to pink, or blue.

For a future range extension a variety of new colours would be added. The youthful image was to be continued on the cap - the client liked components produced by Specialist Anodising. The impact of an injection moulded polypropylene cap, sleeved in coloured anodised aluminium was irresistable. Plastic and aluminium mouldings were to be assembled and colours taken at random. The result was to be bright, cheerful, young, vibrant and instantly collectable. Not only collectable, but they would undoubtedly smell better than Pokemon. The reaction from the market is encouraging. "Junior" now hangs loose, stays cool, and smells almost as nice as his sister, who keeps hers in the fridge too, but clearly identified by her psychedelic top. Already a range extension is under discussion. For this successful marketing exercise, Stride received a commendation for ideas and execution. The client awaits his Oscar for his dynamic marketing skills, and courage to "go for it".

If there is a moral, it is that Stride welcomes enquiries from courageous, eastern potentates, and clients with imagination and flair, worldwide.

A seasonal launch on the Thames

Twelve seasonal fragrances launched in a single exercise - using glass Cambridge bottles coated in brilliant colours in sparkling harmony. Male and Female perfumes identified by the colours and distinctive caps. A complex undertaking - designed and stage managed by Stride.

CAMBRIDGE and the COAT OF MANY COLOURS - A true tale of Town and Gown - for one of the new Arabian Knights.

For the seriously curious read on....

An old and established client approached Stride with a brief concerning the launch of 12 new fragrances. Absolute confidentiality was demanded and the client was prepared to move quickly. At a meeting held in Stride's Henley offices the client stated that he wanted to use standard components for ease, speed and economy.

He wanted to launch the 12 fragrances simultaneously, beginning with the six SPRING/SUMMER followed some months later with the six AUTUMN/WINTER fragrances. Under each category there were to be four feminine and two masculine products. The client selected Stride's Cambridge 50ml bottle because it has a good size impression, substantial branding area and tactile appeal. It was also within the budget for what was to be a very substantial launch of some 600,000 pieces. While retaining the same bottle for all 12 fragrances, male and female products were to be distinguished by their closure. The key for identification was by means of brilliant transparent colours, which individually and collectively would light up the shelves. The client carefully selected shades of amber, greens, blues, lilacs, reds and smokey greys.Each subtly different, but collectively, a sparkling harmony!
Tall Sfax caps were selected for the feminine products, with gold banding around the skirt. Appropriately perhaps, they resemble Cleopatra's head dress. For the men's fragrance a simple unfussy 20mm anodised aluminium caps, but the caps anodised in colours which complemented the bottles.

Within three weeks, all of the components had been brought together for a final presentation and approval. Within twelve weeks the first components were shipped in order to meet the Fillers deadline. The timing was perfect. Stride's ability to move quickly determined whether the client began with the Autumn/Winter range or with the Spring/Summer. Stride met the challenge of having all the components available for the earlier Spring/Summer launch.

This was a mass marketing exercise in an area where the price was sensitive. There was also considerable potential for confusion, so careful colour coding of outer packing was essential, as was the balance of components, so the Filler, whose first language wasn't English, would have no doubt how the components should be combined. Stride took responsibility for the TOTAL PACKAGE.

The combination of a decisive client and Stride's creativity meant that a complex collection was launched on time and skillful project management ensured that the administration ran smoothly. The client was able to concentrate his efforts on a brilliant marketing campaign. Cambridge and "the coat of many colours" a true tale of town and gown from the new Arabian nights.