The Brief

PE Oxygeans - an innovative denim product that saves 80 litres of water in the making of each pair.This had to be communicated to consumers and get them involved. Hence it was necessary to package this product as a responsible and sustainable fashion from Peter England - a brand people of India trust.

Describe how the promotion developed from concept to implementation

To establish the larger social objective behind creating a product like PE Oxygeans, outdoor activities and in-store POS material engaged people. A tag attached to the product was collected at the cash counter, which was worth 80 liters of water. Peter England stores across India consolidated the tags every 15 days and updated the amount of water collected in the form of tags. The ‘Give Water’ initiative then distributed the water that is saved in the manufacturing process to the thirsty parts of India.

Describe the success of the promotion with both client and consumer including some quantifiable results

15,350 pairs of Oxygeans sold during the launch season = 1,200,000 litres of water saved. The water saved was then distributed in 112 places across India, with high visibility for both product and the brand. Since Autum/Winter 2011 the 'Give Water' initiative has become an ongoing brand activity for PE Jeans. PE Oxygeans has now grown to become the brand's highest selling pair of jeans.

Explain why the method of promotion was most relevant to the product or service

The outdoor activity and instore POS made consumer aware of the larger cause. It gave them a chance to be a part of it by just signing up on the tags on purchase. The water tankers took the message to the streets and water to the needy in different parts of the country.