Activating the Paddington Bear campaign in 20 markets for Jo Malone London

The Brief 

As celebrity collaborations go, this is perhaps our favourite. The Jo Malone London Paddington Bear campaign was created to celebrate the much-loved bear with a launch of exclusive and limited marmalade-inspired fragrance and a collection of quintessentially British collectible branded accessories. 

To bring the campaign to life, Tag  delivered fifteen SKUs which were designed, sampled, sourced and delivered to stores, to tight timescales, for the limited edition campaign in Summer 2024.

The Solution 

Working closely with Jo Malone’s design team to articulate their creative vision into beautifully crafted items, while adhering to strict brand guidelines, Tag developed a range of bespoke branded accessories, including magnets, hand cream pouches, and decorated travel pouches and collection box inspired by Paddington's famous suitcase.

Tag ensured alignment across creative, production, and logistics teams to maintain momentum on a tight timeline across global supply chains and delivery points.

The Result 

A total of 22,000 units were produced across 15 unique items and delivered to 20 global markets, with a significant revenue uplift for Jo Malone London.