Elizabeth Arden launches outdoor campaign with bright pink bow
Elizabeth Arden has launched an outdoor campaign to promote its Juicy Couture Viva La Juicy fragrance, featuring a specially built ‘bow’.
The ads on JCDecaux sites have been placed in Sydney and Melbourne, with the outdoor media company responsible for creating the bright pink bow which replicates the one on the actual bottle.
Jane Villeneuve, Elizabeth Arden Australia marketing director, said: “We all know that consumers are bombarded with media messages through a multitude of channels and in a busy environment it is important to facilitate the deliverance of your brand message through engaging executions.
“The eye catching pink bows does just this, enabling us to animate the Viva La Juicy brand, bringing it to life in the eyes of the consumer.”
Linkedin
I wonder how long they’ll last this party season.
User ID not verified.
I think the pink ribbon is actually owned by the breast cancer movement in the eyes of consumers… wonder if this will work for (associated with humanitarian cause) or against (message lost) them?
@version, I think you’re right – I give them two weeks max. I also give the agency who built them a sarcastic congrats for the $ they’ll make for replacing them. Sneaky work, lads. 😉
User ID not verified.
Agree the pink “ribbon” is owned by the Breast Cancer Foundation, but the bow looks nothing like it! I love it, and will definately try the fragrance!!
User ID not verified.
This isn’t groundbreaking stuff, but I think it’s actually great. Very pretty & works well with the lanscape of the festive season.
@OtherAndrew I personally think this looks very different to the Breast Cancer ribbon as this is a bow (and a different shade of pink at that). I think the target will immediately differentiate.
User ID not verified.
Well, looks like the jury has returned the verdict: it’s not the same as the BCF ribbon then.
It is SIMILAR though… 😉
User ID not verified.
in a time where retail activities are on the rise with the lead up to christmas, i think that in a CBD location like this, these Bows are perfectly placed and bring character to the advertisement. Many of us walk past these panels and ignore the messages we are continually exposed to everyday so its nice to see a change of sight and something interesting like this . . . simple yet effective.
User ID not verified.
I’m gonna hit the streets and nick one i think…it’s fancy dress season haven’t you heard?
User ID not verified.
Lady, bottom left hand corner, holding Myer bag, looking direclty up at the pink bow – did somebody say IMPACT?? Job done. Next…
User ID not verified.
Certainly is a point of difference that catches your eye!To whoever made it….it really is the best looking bow I’ve ever seen!!
User ID not verified.
Amazingly these bows are not made in in some south east Asian sweatshop but in Australia, Sydney even, by a lady in the western suburbs who runs a business called That Special Bow http://www.thatspecialbow.com.au/
User ID not verified.
Great to see a cosmetic / fragrance advertiser venturing down a route that is not so dominated by the questionable ‘premium’ positioning within a magazine or gwp (though am sure these are elements of their campaigns) .
Execution:
Expensive = Yes
Impactful = Yes
Drive wom + most likely.
Tick
User ID not verified.
Wonderful! Amazing what a bit of colour and texture can do to advertising. Will def look up That Special Bow and try the fragrance and congrats to the lady who made all the bows, keep up the good work!
User ID not verified.