thjnk Hamburg wins edding L.A.Q.U.E. ® and starts launch campaign.

When you think of edding, the first thing you picture are permanent markers. But that is about to change. Because the globally renowned company is launching an entirely new product onto the market: edding L.A.Q.U.E.®. With this nail polish by edding, the brand is taking the beauty business by storm.

The Hamburg branch of the thjnk agency group won the pitch for the concept design and execution of a high-coverage kick-off campaign for the product launch. With the slogan “Power statt Püppchen“ (“Power not princesses”), the campaign speaks to strong, self-confident women who make statements with their personalities. Just like edding L.A.Q.U.E.®, which boasts high opacity, durability, great chip-resistance and a large colour palette.

Cornelia Steinborn, Business Development Manager at edding: “What do women want from their nail polish? It should be easy to apply, dry fast and, more than anything, look great for a long time – all qualities that edding L.A.Q.U.E.® delivers. And the campaign slogan “Power statt Püppchen“ (“Power not princesses”) reflects that idea perfectly.”

In the initial phase, edding L.A.Q.U.E.® nail polish is available exclusively at a large number of Müller stores for five months starting in late April. thjnk kicked off the communications with a dedicated product website, a Facebook fan page and an Instagram profile. A nationwide PR campaign throughout Germany, including in-store promotions, rolled out at the end of May along with a broad range of OoH measures and a product film. In autumn, the product launch will expand to additional department stores with beauty departments, flanked by print advertisements, blogger marketing and other activities.

Product Website:

Facebook page:

Instagram profile:

Responsible on the client side:

Member of the supervisory board: Per Ledermann

Director International Brand Management: Angelika Schumacher

Business Development Manager: Cornelia Steinborn

Responsible on the agency side:

Executive Creative Director: Gerrit Zinke

Creative Art: Thomas Carls, Florian Schaar

Creative Art Junior: Hendrik Löwenberg, Sabrina Mairinger, Artur Schäfer

Creative Copy Junior: Melina Henrichs

Creative Concept: Grit Hornich, Yvonne Paczulla

Project Director: Frederike Wasserkampf

Project Manager: Kathrin Corda, Maleen Gerckens, Lena Hopfmann

PR Manager: Kathrin Trowitz

Head of Social Media: Finn Reddig

Social Media Manager Junior: Lucas Aydin

Art Buying: Lina Eggers

Responsible on the production side:

Shooting: Stephan Abry

Film: Ava Carstens, Nicholas Chibac

Programming website: elbkapitäne GmbH & Co. KG

Execution promotion: STEIN Promotions