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The ‘masterbrand’ strategy for a new product launch Mutate, for men and for women, aims to fill the gap in the market for a fragrance wardrobe. The campaign is for the brand Diesel, aimed at the fun, irreverent and unconventional consumer that does not take life too seriously. Diesel’s visibly experimental and alternative stance is displayed by their three seasonal campaigns a year, which continually aim to test the boundaries.
My campaign is an innovative two pronged strategy, aimed to interest the brands demographic of predominantly 15-35yrs unisex audience, alluring consumers with aspects aligned to their interests, as well as steering away from what already is available in the marketplace:
a viral marketing game to get potential consumers interested in the product
promotional CD-ROM that is incorporated into the design of a new tester packaging that would educate and provide the consumer with exclusive, insightful and useful information as well as fun content aligned to the consumers interests
The underlying irreverent philosophy, leaves behind more aspirational strategies, and is more concerned with the concept rather than yesterdays ‘imaginary lifestyles’. The campaign revolves around an environmental theme, but is geared away from the conventional saccharin flavours usually associated with such ‘nature’ foundations.
Change is sometimes good...
The theme MUTATE is all about change, using a pesticide bottle influenced design for the bottle and packaging. Being able to transform yourself, and change what fragrance you wear to suit you, your mood and your lifestyle! The marketing strategy emphasises the idea of the wardrobe collection of 5 fragrances in a test tube rack.
