Background
Elizabeth Arden wanted to launch its new fragrance, Curious by Britney Spears, within a short lead-time into a static market. Its eponymous star attraction was receiving plenty of negative press and no recent fragrance launches had made it into the top 10 best-selling fragrances.
Brief
Achieve a clear number one ranking in women's fragrances by the end of the retail summer season 2004. Break the mould of fragrance launches, don't be "me too" - be bold.
Strategy
Brand and consumer quantitative research revealed there were more Britney Spears acceptors, fragrance purchases and disposable income spent on discretionary items by females under the age of 20. Therefore spend and leverage was aimed at this sector with a secondary target market of women under the age of 30. The link between the brand and the consumer was established around the "try everything girl".
Execution
TV An integrated set of programs leveraged the core idea as all were interactive and involved the target, allowing them to try Curious. Out-of-home Scooter lites went to where the target was exploring; on-street sampling and interaction with Britney look-a-likes were also employed. A JCDecaux fashion package was used in Sydney. Online A pre-launch campaign was developed to drive pre-sales, orders and interest. Magazines All magazines reinforced "trying everything", including scent strips, a "dare" quiz, inserts and giveaways all tied in with online. In store The emphasis was on experimenting with the product, therefore Curious "zones" were set up with key retailers. PR PR activities were integrated via leverage with TV buy and relationships.
Results
Curious is the biggest selling fragrance of all time in Australia. The fragrance has been number one every week since launch and number one for the total season after only five weeks, knocking off Chanel No. 5, and Estee Lauder's Beautiful for the top slot.
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