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.