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.