Purpose
RHEON™ is an energy-absorbing super polymer born out of NASA and developed for over 15 years at Imperial College in London. It also happens to be the material Team GB athletes wore during the Olympics 2024.
Milk & Honey were briefed to use the Olympics to position RHEON Labs as the trailblazing breakthrough British material partner. Unlocking a new potential for performance apparel and drive consideration from other high-performance brands.
Engagement
Using the Olympics as our hook, we worked with a local British artist to design and create a moveable 3D artwork depicting RHEON stripes. Later positioning it outside of key broadcast and lifestyle media outlets during the Olympics opening ceremony.
We pre-pitched top-tier interviews with outlets across the UK so they were ready to cover the activation ahead of the interviews.
Effect
55 – Pieces of earned media coverage
650 million – Organic reach
£0 – Media spend
