Plugin Heat Club × Copenhagen Cartel, autumn 2025
One swimsuit. Nine processes.
Plugin Heat Club and Copenhagen Cartel created the Winter Rituals Drop, a limited edition swimsuit made to move between heat and cold. Maze ran the whole route, from idea to store shelf.
The whole route.
- 1
Scope
Idea, plan and budget for the collaboration between the two brands.
- 2
Design
The swimsuit, the hang tags and the look of the campaign.
- 3
Lead generation
Interest was gathered before the sale, so the presale had an audience from day one.
- 4
Presale
The campaign email Winter. Heat. Ritual. opened the sale for those who were waiting.
- 5
In-store sale
On the shelves at Magasin and Matas.
- 6
Launch event
An event that marked the release.
- 7
The ticket trick
Every swimsuit came with two free tickets. Scan the hang tag, enter the order or receipt number, and the tickets are yours.
- 8
Post-launch marketing
Marketing and follow-up after the release.
- 9
Storytelling
The story of the winter ritual, told across channels.
The small detail that made the difference.
Every swimsuit came with two free tickets to Plugin Heat Club. Customers scanned the QR code on the hang tag and entered their order or receipt number. The idea was to give people a reason to buy now, bring new guests into the sauna and link in-store sales with online.
What you get from one team.
No gaps between suppliers
Design, lead generation, retail and the event were planned together, so each step knew what the next one needed.
Ideas that cross channels
The ticket trick only happened because the same people knew the product, the sauna and the order system.
One contact
Nine processes, two brands, two retail chains and an event. One place to call.
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