In 2000, Mexx was looking to reaffirm who they were as a fashion brand and retailer. Rattan Chadra's challenge to Johnson & Wolverton was to bring back the magic. The idea that 'Mexx is a kiss' in all they do was the start of aligning fragmented brand communications and adding the desired sparkle. 'MEXX is a kiss' could be used to add magic to communications but also to guide many decisions, from product choices and retail environment to sub-brand strategy.
A magical Mexx kiss moment was when kiss flags were handed out to the public celebrating the Royal wedding of Prince Alexander and Princess Maxima of the Netherlands. With thousands of screaming people waving Mexx kiss flags, the newlyweds kissed on the balcony of the royal palace. A magical moment with added spark.
Client/Employer: Johnson & Wolverton