“LESSter” Sets New Standard For The Season

After two pandemic-stricken years, Christmas 2022 offered a return to normalcy for shoppers in Trinidad and Tobago. Except, of course, that for many the preceding years had featured job losses or salary cuts, radical changes of circumstance and disruption. As such, retailers knew that they had to work hard to persuade customers to come back to them after what for some had been a long time away from their usual shopping habits.

To give Standard a boost heading into an unusually competitive Christmas season – and offering a campaign that has the potential to endure and evolve over time – Saltwater Studios created “LESSter”: Standard’s price-slashing Christmas elf.

Obsessed with lowering prices, LESSter sneaks into Standard’s stores after-hours, making already the company’s famously low prices even lower!

A fun, memorable character who can feature in a variety of contexts and narratives to ensure Standard’s messaging stood out in the crowd of Christmas communications. Customers certainly seemed to appreciate LESSter: Standard saw a 43% increase in average monthly sales during the period of the campaign.

60 sec Jingle