It is available in stores in 17 countries, growing to 50 markets by the end of 2016.

To launch the brand, Quirk and NOT NORM developed a creative platform: “Tranquini Feel The Flow”, to encapsulate the idea of ‘positive relaxation’ for consumers globally. The agencies produced a central brand film with key visual, and designed and built a dedicated online ‘Flow Zone’. An ongoing content strategy will present flow stories, articles, videos, interviews, podcasts and images across key content pillars for Tranquini’s website and social media.

“Today, people are increasingly looking for a balanced lifestyle, where work and career are of equal importance to one’s health or time with family and friends,” said Ahmed Elafifi, founder and chief relaxation officer of Tranquini GmbH. “Positive relaxation is about enjoying a sense of calm, but with a sharp focus that enables you to perform and deliver. Launching a new brand in a new category, we recognised the need for a partner that could cut through the noise with an excellent creative vision. Quirk and Not Norm understand the brand deeply and have really come on board as partners in what we are trying to achieve.”

“It is always exciting to be involved with the launch of a brand and be part of that journey,” said Carlos Menezes, MD of Quirk London. “When you look at the vast range of countries that Tranquini is launching in it is a huge challenge, but we’ve tapped into some universal truths about people seeking balance in their lives – to be positively relaxed. Working with Tranquini has given us the opportunity to showcase our creative and strategic talent, as well as our web design and development skills, paid media and social know-how, with plenty more to come.”

Quirk is supporting the global roll-out of the new campaign with paid media strategy and execution for assets in twenty languages. As part of Mirum, Quirk is supporting a network of agencies to provide local content curation and social media management across Tranquini’ global markets.

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