Benefit Cosmetics wanted to capitalise upon the summer sales period. Whilst it had strong product launches, it needed to increase overall brand mindshare to steal market share.
The World Cup was set to dominate the agenda, with women cast as WAGS or ‘football widows.’ Yet we knew that Benefit’s audience loved moments of shared experience and national pride.
We created a female focused pub for women to enjoy the beautiful game in beautiful surroundings. Treatments and products were available as visitors became fully immersed in the brand world.
The Gabbi’s Head proved so popular that fans started a petition to keep it open. When the ref blew the final whistle, Benefit took the trophy by becoming the UK’s Number 1 make-up brand during the activity period.