Euthymol (LG H&H), the iconic oral care brand, was preparing to launch its new Whitening Toothpaste and wanted to introduce the product to a younger, modern consumer while reinforcing strong brand recognition.
To create maximum impact, Kith&Kind designed and delivered a bold experiential marketing activation at Westfield White City, one of London’s busiest shopping destinations. Positioned in a high-footfall area near leading beauty and fashion retailers, the pop-up was impossible to miss.
The vibrant pink-and-white stand was designed to stop shoppers in their tracks and invite them to take part in a playful brand journey. Visitors were guided through a series of engaging touchpoints, including a pop quiz, sampling and gifting, and the standout ‘Tooth Booth’ photo experience - a tooth-shaped photo booth that quickly became the hero of the activation.
Adding to the spectacle, the Euthymol mascot delighted both those in the queue and passing shoppers, encouraging spontaneous photo moments and creating strong shareable content. To engage all of the senses, elements including eucalyptus-scented diffusers further immersed visitors in the brand world, while clear calls to action directed consumers to the near-by Boots store to purchase.
The creative activation proved hugely popular throughout the day, with a constant queue forming for the Tooth Booth. Working in partnership with Cheeky Communications and iMP, in total over 1,600 people interacted with the stand, 640 visitors took part in the photo experience, and 100% of samples and gifts were distributed. Consumer feedback was overwhelmingly positive, with many existing fans excited to discover the new whitening variant and new audiences engaging with and discovering the brand for the first time.
By combining playful creativity with strong brand storytelling, the Westfield experiential activation successfully delivered awareness, engagement and long-lasting brand recall for Euthymol’s Whitening Toothpaste launch.
