The bespoke panel dispenses a sample of the brand's new genderless fragrance CK EVERYONE.
Sydneysiders will have the opportunity to try Calvin Klein’s first-ever ‘clean’, unisex fragrance, CK EVERYONE, at the touch of a button, thanks to a tailor-made, sample dispensing advertising panel from outdoor advertising company JCDecaux.
JCDecaux has partnered with global fashion house Calvin Klein to produce the bespoke panel, which dispenses a sample of the new fragrance CK EVERYONE - a genderless scent that aims to celebrate the freedom of self-expression.
The fragrance, which is available in stores nationally, is vegan, and made from naturally derived alcohol and infused with ingredients from natural origins, making it Calvin Klein’s first-ever ‘clean’ scent.
JCDecaux’s special advertising panel, located outside popular The Galeries shopping complex in Sydney’s CBD, has been specifically designed and built to dispense a sample of the fragrance, at the push of a button.
JCDecaux head of creative solutions Ashley Taylor says the panel was a simple, yet effective way to provide a memorable sampling experience.
“We were thrilled to work with Calvin Klein on this custom panel - it’s a really clever, immersive way to engage the senses and directly connect with buyers in one of Sydney’s busiest shopping precincts and demonstrate the boundless creativity of out-of-home,” Taylor says.
“The push-button dispenser provides shoppers with an easy way to try the new fragrance, while showcasing Calvin Klein’s continued desire to find innovative ways to engage their customers.
“As Sydney’s Mardi Gras festival is also just around the corner, it’s a perfect time to bring this type of product - a genderless scent - to the city, and to demonstrate Calvin Klein’s commitment to equality, inclusivity and diversity.”
Calvin Klein group brand manager luxury division - ANZ Carmen Kent says: “Calvin Klein is renowned for progressive campaigns that spark a conversation, so it was in this spirit that we wanted the launch of CK EVERYONE to continue to push boundaries.
"Along with our more traditional formats, we wanted to create an opportunity for consumers to physically experience the new fragrance and JCDecaux’s sample dispenser capability was the perfect opportunity to get the fragrance directly into the hands of consumers in the heart of Sydney’s CBD and key retail precincts.”
The dispenser panel will be on-display outside The Galeries (500 George Street) until 24 February.
Media Agency: Hyland
Client: COTY Australia
Brand/Product: CK EVERYONE