The Arabian Nights Team took several initiatives to position Arabian Nights as an aspiration luxury brand known for innovative communication. This included focusing advertising on establishing Arabian Nights as a destination for luxuries, launching new product flavors through creative in-store promotions and posters, suggesting festive events and providing support for events, SMS campaigns and online marketing. The team also strived to provide a complete 360 degree approach beyond creative work through activities like branded literature, mystery shopping, documenting retail events, product photography, and social media marketing.