Create massive buzz ahead of Bliss Spa’s new market launches

The Bliss brand is all about indulgence – which is why customers receive a decadent brownie when they leave their appointment. Every time Bliss opens in a new market, they need to find a new bakery to be their official brownie provider.

I saw an opportunity to include the customer in this process and the “You Be the Fudge” experiential campaign was born. In the weeks before Bliss opened in a new market, our Blissmobile – a retrofitted 1960s VW bus would bring brownies from three competing bakeries around town to the public and let them decide on the winning bakery.