Volvo Finds Another Use for LifePaint: Keeping Kids Safe and Illuminated on Halloween

Innovative product also finds retail distribution

Headshot of Tim Nudd

Volvo's LifePaint—an invisible, spray-on substance—was invented to take some of the fear out of cycling at night. And now, it's being put to good use on the scariest night of the year.

Volvo U.K. and Grey London organized an initiative called "Be Scary, Be Safe" to make sure trick-or-treating kids are visible at night using its the reflective safety spray. Parents can purchase LifePaint from local Volvo dealerships (for just £9 a can), and download a set of skeleton stencils for free online. Use the stencils to spray a skeleton on your kid—and he or she will light up in the glare of headlights.

The bigger news, actually, is that LifePaint has found a retail distribution model to satisfy global demand for it while making no profit. Volvo struck a deal with Swedish startup Albedo100, manufacturer of the product, to distribute LifePaint through Volvo's global dealer network. It's now listed in Volvo's spare parts catalog (#40005923), so any Volvo dealer in the world can now order it for retail.

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: October 30, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT