Broadway Nails

TV

The Challenge

Broadway Nails, a line extension of Kiss Nails directed at younger, teens, was fighting for critical shelf space at Wal-Mart against the #2 competitor in the artificial nail category.

The Idea

Create a separate, brand building campaign, directed at hip, young teens and identifying them as “Broadway Girls”

The Result

Increased share for the Kiss line of products in a declining market, while denying critical shelf space to the #2 competitor, Nailene.