We had the unique strategic and creative opportunity of launching a category and a brand at the same time. We used the potential negative of being unknown, and made it the core of our positioning—Strangely Perfect. Personified as the Perfect Stranger, it's the brand you meet and fall in love with like a mysterious attractive foreigner: A brand you don't know and a product you don't know, but a look and attitude that gets you interested and intrigued enough to try it.
