Pescariu Sports & Spa aprons were distributed to local hairdressers as part of an advertising scheme to get new fitness memberships. Unlike the usual logo-embellished type of apron, the Pescariu aprons were emblazoned with a muscle-bound male torso.
The idea behind the Pescariu Sports & Spa aprons was to let haircut customers see themselves with a fit body for the duration of their haircuts and in so doing, inspire them to join the fitness club. The ad agency claims that upwards of 50% of the clients who experienced muscle-imprinted aprons signed up for memberships.
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