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.
I wonder how long they’ll last this party season.
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. 😉
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!!
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.
Well, looks like the jury has returned the verdict: it’s not the same as the BCF ribbon then.
It is SIMILAR though… 😉
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.
I’m gonna hit the streets and nick one i think…it’s fancy dress season haven’t you heard?
Lady, bottom left hand corner, holding Myer bag, looking direclty up at the pink bow – did somebody say IMPACT?? Job done. Next…
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!!
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/
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
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!