A custom pop-up sampling stand for Euthymol Toothpaste at Westfield London.
At the heart of Westfield London, iMP brought the iconic Euthymol toothpaste brand to life with a striking, high-impact experiential sampling stand. The activation blended Euthymol’s 127-year heritage with contemporary design, playful engagement, and immersive brand storytelling, aligning the brand’s nostalgic British roots with a new generation of curious consumers.
Working with Kith & Kind and Cheeky, iMP designed, built and installed a full-scale branded pop-up experience that transformed retail floor space into a standout dental-themed attraction. The centrepiece – a giant 3D tooth, hand-carved from high-density polystyrene – formed the entrance to the Euthymol Tooth Booth, an interactive photo zone where visitors could step inside, smile and share their moment.
Every part of the stand was created to embody Euthymol’s iconic pink and white aesthetic from the checkered flooring to the display shelving packed with toothpaste and mouthwash. The booth itself became a magnet for shoppers, drawing queues throughout the day. Inside, guests could choose their photo layout, take a selfie using the built-in iPad and print or share it instantly.
Once they exited the booth, brand ambassadors offered Euthymol samples, shared product information and encouraged guests to post their photo using #EuthymolSmile. A redemption desk provided tote bags, toothbrushes and floss as giveaways, while a friendly mascot kept energy high and created even more social media moments.
640 total participants engaged with the Euthymol Tooth Booth, creating a constant flow of footfall and interaction throughout the day
341 photos captured, each becoming a branded digital asset shared, saved, or downloaded by visitors
323 confirmed digital views, giving the activation meaningful online visibility beyond the physical event
28 years average participant age placing the activation squarely within Euthymol’s key target audience
78% female engagement, aligning strongly with the brand’s core consumer profile
The Euthymol toothpaste experiential installation included a hand-sculpted 3D tooth entrance, custom shelving, digital photo booth integration and an internal lighting setup to highlight products and create the perfect selfie atmosphere. All power and data were managed through eco-friendly portable EcoFlow battery units ensuring a seamless and sustainable setup.
Euthymol Whitening Toothpaste and Original Mouthwash were key products showcased on stand, supported by brand storytelling that highlighted the unique blend of eucalyptus and thymol, Euthymol’s signature ingredients.
This campaign demonstrated how a well-executed brand experience can turn a classic household name into a modern conversation piece blending sensory engagement, digital interactivity and physical sampling into a single unforgettable moment.
The Euthymol Experiential Pop-Up proved that even a brand with more than a century of history can feel completely new when placed in the right moment, in the right environment, with the right creative energy. As one of the UK’s great nostalgia brands, Euthymol showed how heritage doesn’t have to live in the past. It can be refreshed, rediscovered, and reloved through clever storytelling and immersive interaction.
This experiential pop-up reimagined dental care as something playful, bold, tactile, and surprisingly photogenic. Instead of simply reading about the product on a shelf, shoppers stepped into a world built around it: the giant tooth entrance, the pink-and-white glow, the Tooth Booth, the samples, the giveaways, the smiles. iMP transformed passive curiosity into active enthusiasm, turning ordinary footfall into engaged participation and social sharing.
For shoppers, the experience was simple: a photo, a smile, a moment of fun, and a free sample that connected them instantly with the product. For Euthymol, the activation delivered far more. Renewed brand awareness, measurable digital engagement, and a powerful demonstration of how nostalgia brands can thrive when brought to life in the modern retail landscape. It proved that heritage doesn’t just endure; it shines brightest when it’s reimagined for new audiences through vibrant, hands-on experiences.
The goal was to reintroduce Euthymol – a heritage toothpaste brand – to modern consumers through an engaging, interactive experience. The pop-up combined product sampling, education, and shareable moments that captured attention in one of London’s busiest retail environments.
The custom-built Euthymol Tooth Booth created an emotional connection between product and experience. Shoppers didn’t just try the toothpaste; they interacted, laughed, and shared it online. The booth generated hundreds of photos and shares, turning smiles into digital reach.
For legacy brands like Euthymol, experiential activations bridge the gap between nostalgia and discovery. By inviting people to participate rather than simply observe, the campaign brought the brand’s history and distinctiveness to life in a setting that appealed to both loyal fans and new audiences.
Nostalgia brands like Euthymol are enjoying a major resurgence because today’s consumers – especially younger audiences – crave authenticity, heritage, and products with a real story behind them. In a market crowded with new, lookalike products, a legacy brand stands out instantly. However, nostalgia only works when it feels alive and relevant, which is why these brands are increasingly turning to experiential agencies.
Experiential marketing gives heritage brands a way to physically demonstrate what makes them special. It turns history into something interactive, tactile, and memorable. By letting people taste, touch, smell, and experience a brand in real life, rather than simply reading about it, experiential agencies help transform nostalgia into something modern, exciting, and shareable. For Euthymol, this meant bringing 127 years of heritage to life through design, sampling, and a standout moment shoppers would want to photograph and talk about.
We worked with iMP for our event stand and staffing of the Ideal Home Show. David and the team were fantastic, our stand was incredible and we had so many compliments on it. The staff were great, they are really high energy and engaged our consumers at the stand. I would highly recommend if you are looking to run any sampling or experiential events for your brand.
Brand Manager, Snuggledown
Had a wonderful experience working with David and the whole iMP team for an event this summer! David went above and beyond to help wherever possible and the branded ice cream van turned out beautifully. Hope to work with iMP again soon!
Brand Manager, ETTG
We worked with iMP on stands for two different events and were thrilled with the quality of the items we received. The team executed our brief to a fantastic standard, working to a tight turnaround to deliver all materials required for both events, and were extremely supportive and quick to respond to any questions we had throughout the process. Thank you iMP for your work on this project to ensure we had incredible activations at both of our events!
Brand Manager, BOL Foods
We partnered with iMP Sampling & Experiential for a summer campaign with one of our clients, and we couldn't be happier with the results. They executed a total of 42 in-store events nationwide, and their team's expertise in sampling and experiential marketing truly shone through. The staff were great at engaging with customers and helping us to achieve our goal of increasing footfall and participation at each event.
Account Director, CreativeRace
David and team at iMP are the real deal - kind, personable, dependable, professional, and offer a craftsmanship that rivals any agency I've encountered in my career. We will absolutely be using iMP again for any future UK activations (if they will have us) and highly recommend for any companies seeking an incredible experience - ESPECIALLY if you're a US-based team like us, and need an expert on location.
Brand Director, Life360
Hiring iMP for an event I was leading on for a new client was a great decision. They turned around a high quality sampling event and promo vehicle with a very short turnaround time, and their staff on the day were incredibly enthusiastic and professional. They made the process easy and the client very happy, we'll definitely be working with them again.
Brand Director, Lee Kum Kee
