One such thing is the famous “slime”, a strange rubbery ball that is soft enough to be squashed, shaped, mashed and slipped between your fingers without sticking to them. Various types of slime are now marketed, but the idea of making your own is certainly more appealing, partly because it saves you money but also because it can be fun to do. Various recipes can now be found on the Internet and youngsters enjoy posting their own custom-designed formulas, even filming how they make them. Using their own special tricks, children mix household ingredients (toothpaste, starch, Marseille soap, shampoo, dyes, polishes, glue) to make their own homemade ‘slimes’. Vinyl glue is definitely one of the basic ingredients and a jar of Vinavil often appears in video clips.
To ease the concerns of even the most sceptical, Vinavil decided to promote an absolutely harmless, dermatologically tested, bespoke range containing no allergens, so children could give free rein to their imaginations without worrying their parents, grandparents or teachers. It is not just children who have fun like this. There are also plenty of mothers, teachers, young people and even more elderly folk, who enjoy finding new hobbies and getting involved in ‘do-it-yourself’. Glue can be used to create paper clothes, original greetings cards, special notebooks made out of fabric, puppets, object holders, paintings, wooden objects and scale models: “art attack” was a very successful TV program in Italy for many years, stimulating everybody’s creativity and triggering off a mass phenomenon. “Vinavil Speciale Scuola” was, indeed, inspired by this trend.
The marketing/sales project was launched during the annual “Back to school” campaign, which UHU began organising in June. Special gadgets were handed out in a holder containing UHU products and “Vinavillino”, a nice little keyring with a small bottle of Vinavil attached, which is also featuring the latest green graphics.
Promotional work is also being planned for both major distribution outlets and ordinary stores making use of bespoke displays: small counter displays for stationery shops, taller ones for major sales outlets.
Working with Uhu, Vinavil has created its own bespoke website: www.vinavilspecialescuola.it, showing all the latest ideas and innovations in the new range. It is also connected to special blogs linked to the Facebook and Instagram pages of blogger mums, who post their own experiences. The Vinavil banner appears whenever you click on a word connected to a school article on Amazon for a total of 17 million times.
An initial market survey suggests that this new range will not completely take over from the old Vinavil product: we expect it to do well with schools and children and increase the sales overall Italy, well aware that Vinavil is (and always will be) extremely popular with both young and old alike.