NEWS
Feel The Fresh Tour: bringing Lycia’s Freshness to the City
With the Feel The Fresh Tour, Lycia brought the energy and freshness of its Feel Fresh fragrances – Cherry Blossom and Peach & Papaya to the streets of Milan and Turin, through a traveling activation designed by Next Gen Creative Agency ZooCom.
For one week, a fully branded apecar – transformed into a vibrant and colorful “pop-style fruit stand” – lit up strategic locations near schools, universities, and pedestrian areas, engaging over 7,000 young people aged 15 to 25 in a multisensory journey that stimulated sight, smell, and taste, all without applying the product directly.
Visitors enjoyed smoothies inspired by the Feel Fresh fragrances, served in branded cups, and received over 5,000 product samples, more than 300 limited-edition t-shirts, and thousands of temporary tattoos, generating a spontaneous wave of user-generated content across social platforms.
A standout moment of the tour was the interactive “Team Cherry or Peach?” mirror, which encouraged hundreds of participants to snap selfies and show off their favorite scent: pink for Team Cherry, orange for Team Peach.
Thanks to smart touchpoint selection and a creative, engaging concept, the Feel The Fresh Tour successfully turned everyday breaks into a fresh, inclusive, and memorable brand experience, perfectly aligned with Lycia’s world.
