Precisely that – and the attractive pricing – is what makes these happy socks such ideal and original Christmas gifts. A pop-up store in Salzburg’s largest shopping centre in the weeks before Christmas should be perfectly positioned to profit. For this to work there has to be parallel advertising that activates customers quickly.

A quick and simple summary of the task is that a sassy brand needs sassy brand representation. What could be more obvious than taking a number of well-known songs heard at Christmas and exchanging rock for socks? Attention can be drawn to the campaign with a healthy portion of humour, and by making the showcase as colourful as the socks themselves, which are illuminated and can be seen hanging from the posters.