British nail brand, Nails.INC is teaming up with one of the most famous faces in the world of confectionery, Percy Pig.
The deal marks the first time in Percy’s 30-year history that he has collaborated with another brand.
The Percy Pig team at Marks and Spencer has been working closely with Story.1888 – the creative marketing sister agency of The Point.1888 – for over a year, exploring brand partnership strategy, noise making campaigns, licensing and more.
“It has been a lot of fun working with team Percy,” commented Martin McLaughlin, director of strategy and co-founder of Story.1888. “What other brand has the kind of reach and iconic status that Percy does? The ideas just flow with this one and the opportunities for how Percy can now branch out into more categories and emerge in more areas of our homes and lifestyle will be very exciting to see.”
Sophie Jacobs, brand and marketing manager at M&S Foods, added: “Working closely with Martin and Sarah at Story.1888 has allowed us to really push our thinking for what is possible for Percy Pig, now and in the future in terms of how we retain Percy’s iconic status.”
The partnership with Nails.INC – which includes a scented nail duo – is available exclusively at M&S stores nationwide and online.
Thea Green, founder of Nails.INC, continued: “For us it was an absolute dream to work with such an iconic brand like Percy Pig. We’ve had a long standing relationship M&S Beauty and working with Story.1888 really helped bring the collaboration to existence – we are looking forward to seeing where this partnership will go.”
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