Stationery and card brand’s guerrilla ad campaign hits London streets
Papier is in the pink as the stationery and card retailer has begun a new guerrilla advertising campaign in London.
From Soho to Notting Hill, the two styles of A3-sized pink-themed posters, which can be seen in the reel below, have been plastered across the capital with the online retail brand saying: “it’s surreal to see our first guerrilla campaign out in the wild, bringing the brand to life in the streets of our home city.”
With the UK brand named as one of the top 10 websites for the arts and crafts sector in America last month, it’s aiming to get its stationery and personalisable greetings cards as well as own-brand designs in front of more potential customers.
Brand marketing manager Matilda Kirwan posted on LinkedIn: “Our Papier posters have taken over London!
“The team have worked so hard to get everything ready in time for the festive season, but seeing the creativity and collaboration come to life in these iconic locations makes it all worth it.”
And chief product officer Molly Park, who was the creative director behind the campaign, added: “The bold pop of pink captures Papier’s creativity and design aesthetic – especially important this time of year in London.
“We’re offering an exclusive cap to anyone who posts and tags us with our posters. Keep an eye out for them as you explore the city.”
Having been founded by Taymoor Atighetchi in 2015, the brand was only available through its website until a year ago when it entered the wholesale market through an exclusive partnership with Selfridges department store and became available to UK-based indie retailers via online marketplace Faire following its growth to distribution at over 600 retail locations since launching wholesale in the US in 2022.
