For April Fools’ Day, Eléphant Bleu, the car wash market leader, announced the launch of a revolutionary product known as “Constifiente”. According to the brand, a few seeds of Constifiente scattered around parked vehicles are enough to cause temporary constipation in pigeons if they consume them, therefore reducing the amount of bird droppings onto cars.
To publicise this innovation, Eléphant Bleu carried out a large-scale sampling operation on windscreens throughout Ile-de-France. But the brand didn’t really set out to the put the cat among the pigeons, because the samples were sent out on 1 April, so customers quickly realised it was just a fun joke organised by Eléphant Bleu and Serviceplan, publicising an exclusive promotion and directing them to their nearest car wash centre.
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