CASE STUDY

Breakfast at Drowsy Mask Launch

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Image of the Drowsy Sleepmask

The brief

Drawing inspiration from the classic film Breakfast at Tiffany’s, Drowsy reimagined their iconic sleep mask to debut a magical new design that paid tribute to the sleep mask worn by the films central character Holly Golightly.

Flipside were tasked with orchestrating an exclusive press mailer to celebrate the launch.

Campaign Strategy & Outcomes:

  • Created a luxury mailer themed around the beautifully elegant and beloved film.
  • We treated journalists to their very own personalised breakfast-in-bed experience by curating individual Tiffany-esq turquoise-inspired mailer boxes with a classic white bow and delivering them to their homes.
  • Each box contained an assortment of fresh pastries, accompanied by a selection of spreads and orange juice. Meanwhile, for that extra touch of Holly, we added the star’s signature cigarette holder and a sprinkling of pearls alongside each limited-edition Drowsy mask.
  • The Flipside social team then took to London’s Carnaby Street to film some engaging TikTok content. Flipside approached members of the public, capturing authentic, real-life opinions about the Breakfast at Drowsy Mask.

 
Find the Flipside X Drowsy TikTok here.
 

  • The mailer garnered terrific media coverage, reaching a total of 263,549,322, including standout pieces in the Daily Mail, Mail Online, The Irish Daily Mail, Grazia, Get the Gloss, and The Times.
  • Journalists such as Victoria Woodall from Get the Gloss posted a reel wearing the mask whilst indulging in some yoga, meanwhile others such as Marie Louise Pumfrey shared their delight in unboxing their stylish new accessory. The mask has also since been featured online in Get the Gloss‘ Top Spring Wellness Buys and on their official Instagram here.

In conclusion

The overwhelmingly positive media coverage, including features in esteemed publications and enthusiastic social media posts, solidifies the Drowsy Mask as a must-have accessory. As the mask continues to garner attention and accolades, it remains a symbol of sophistication and style, perfectly encapsulating the essence of Breakfast at Tiffany’s for a new generation.

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