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Benefit Cosmetics

Gabbi’s Head: A Fully Branded Pub for Ladies Only

The Challenge

Benefit Cosmetics wanted to capitalize upon the summer sales period in a memorable, impactful way. While it had strong product launches, it needed to increase overall brand mindshare to steal market share.

Our Approach

The World Cup was set to dominate the season’s agenda.  Of course, the prominence of FIFA casts women fans as WAGS or ‘football widows.’ Benefit seized an over-the-top way to center World Cup attention on the ladies. The Benefit Pub, called Gabbi’s Head, is completely like any pub you’ve ever seen! Everything is pink, even the toilets! Ladies sampled Benefit products while sipping pink cocktails on pink bar stools or while playing pink foosball or dart games – an innovative Benefit pink immersion to the max!

DeVries SLAM’S response to our brief gave me goose-bumps and I knew that we had to create a Benefit pub for the World Cup. The campaign has been heralded at Benefit as our most successful brand-building campaign to date and as a result, at Benefit’s Global Conference this year, the Benefit UK Marketing team won the highest internal accolade for encompassing brand DNA.
Hannah Webley Smith
Marketing Director at Benefit, UK and ROI
brand during activity period

The Results

The Gabbi’s Head pub proved so popular that fans started a petition to keep it open! When the ref blew the final whistle, Benefit took the trophy by hands down becoming the UK’s number one make-up brand during the activity period.