The Challenge

Our task was to strengthen the fashion relation of the Sheen brand, gain attention and create relevance in particular with an integrated, unique communication platform that matters to the target!

Positioning Approach

Making my time shine

The public image of almost every competitor in the ladies’ watches category is characterised by replaceable, artificial worlds of illusion that might cause desire but are far away from the target’s mindset, self-awareness and everyday life.

For Sheen we developed a whole new approach: differentiation through personality and attitude. Sympathy through identification instead of symbolic self-completion.

The strategic core idea: Life is short, ladies – let’s make the most of every second and let it shine!