Osram Sylvania Inc. is the North American operation of lighting manufacturer Osram. The company produces a wide range of lighting products for home, business and automotive use. Working in conjunction with their retail partner Canadian Tire, Sylvania required a NASCAR-themed retail promotion that showcased their line of automotive headlights. 

Elixir created an integrated program consisting of in-store POS, flyers, mirror danglers and a microsite. Designed to cut through the clutter of a visually busy retail environment, the materials were bold and eye-catching. A glowing “Viva the Vroom!” wordmark was emblazoned on all of the pieces, playfully tying together the main attributes of the promotion’s grand prize - a NASCAR experience in Las Vegas.