‘What the F***
Is a Toner’ Pop-Up

Brief:

Thayers - America’s best-selling facial toner had recently rebranded with a bolder image, and wanted to increase brand awareness and drive trial amongst Gen Zs.

Solution:

Many consider toner an unnecessary step in their skincare routine as they don’t understand it’s purpose, so we rocked up at Battersea Power Station and challenged the public to step inside the phone box, dial 1847 (the year Thayers was incorporated) and ask,

‘What the F*** is a Toner?’

On the other end of the line, a Thayers expert was waiting to spill all the secrets, myths, and benefits of Thayers toner. Once the call ended, the caller collected their Thayers sample from inside the phone box.

The stand was also designed to be a 360 photo op with graffiti walls and props to capture your Thayers moment.