Newspaper Falls for con-artist's fake Gucci Ad
Thursday, October 25, 2007
What would the name Switzerland ring in your mind? Is it beautiful landscapes, watches, chocolates, women, secret bank accounts or UN? Well ask Gucci and they will have different words. In what appears to be a great publicity stunt by a con artist, a swiss weekly SonntagsZeitung was called up to book the expensive full page color spread in Sunday's edition. But that's not it, he not only managed to get his own picture for this ad but also made whopping 60,000-Swiss-franc (about $50,000/ INR 2,000,000) bill to be sent to Gucci.
The newspaper later apologized to Gucci and told newspapers that it was trying to get the money back from the guy, but was quick to add that they didn't rate their chances very high!
It wasn't the first time that the mysterious model — a dark tanned, handsome man appearing to be in his late 20s — tried to sneak his way into the limelight. According to the Zurich-based daily Blick, the man attempted to book concert venues by passing himself off as Puerto Rican singer Chayanne. The paper said it narrowly avoided also being conned, but was tipped of the hoax by record company Sony BMG, which represents Chayanne.
You can see the con artist himself in this picture that spelled a dumbness doom for paper.
The newspaper later apologized to Gucci and told newspapers that it was trying to get the money back from the guy, but was quick to add that they didn't rate their chances very high!
It wasn't the first time that the mysterious model — a dark tanned, handsome man appearing to be in his late 20s — tried to sneak his way into the limelight. According to the Zurich-based daily Blick, the man attempted to book concert venues by passing himself off as Puerto Rican singer Chayanne. The paper said it narrowly avoided also being conned, but was tipped of the hoax by record company Sony BMG, which represents Chayanne.
You can see the con artist himself in this picture that spelled a dumbness doom for paper.
Labels: Brand Endorsement, Funny, Print Ad
posted by Jas @ 8:17 PM,
,
Scintillating Fragrances
Tuesday, September 04, 2007
A twenty thousand euro dress, two thousand hairdo, 24carat diamond set jeweled in platinum... still your dress-up wont be complete without that subtle or expressive élan by virtue of a fragrance. How many times has just a sniff of it changed our mood? or made us float in air, brim with confidence or just bring a smile with closed eyes!
With such a stake they don't command a cost based price, but get based on perceived price. It becomes a high involvement and in many cases the highest. As such it becomes a marketer's dream turf. Some reach the zenith and other get branded for life in nadir.Idea always is to make the customer move to non rational purchase, make it go through heart and not mind. Once its done then it paves a huge path for extraordinary profit, changing of brand name to a symbol or an icon.
Chanel No.5 has been such a brand that has ruled now for almost a century (it came out in 1921) and is still fresh. Coco Chanel had once commissioned Ernest Beaux to make six perfumes, which were labeled No. 1, No. 2, etc. through No. 6. It was bottle No.5 that was to Chanel's liking and became the chosen formula. No. 5 is famous for being the first perfume to heavily rely on synthetic floral aldehydes as a top note. Before synthetics, perfume either had to be applied very heavily before going out to ensure that the fragrance would last, or frequently throughout the night. The expensive manufacturing process of No.5 had made it to be the most expensive perfume at that time; which still holds true.
The cost to marketer for maintaining such a brand? The following 180 seconds commercial for television broadcast and cinema advertisement was made at whopping budget of $42 million USD which was financed exclusively by Chanel.
The cost to marketer for maintaining such a brand? The following 180 seconds commercial for television broadcast and cinema advertisement was made at whopping budget of $42 million USD which was financed exclusively by Chanel.
Now Keira Knightley is all set appear as the new face of Chanel,to launch an advertising campaign to promote the fragrance Coco Mademoiselle. Keira has replaced star model Kate Moss as the latest face of the firm. Chanel had earlier decided to abandon Kate Moss from its promotional campaigns after her drug scandal.
The second brand that has been catching my eye is the range of Bulgari (BVLGARI) which has come up with innovative designs of packing or 'vials'. The packing of perfumeries is amazing to eyes and the olfactory organs of our body. I in particular liked the product on my right. An impressive packing, then the usage leads to a complete experience of having this perfume for self. Quoting from wiki, The company was founded in 1884 in Rome, Italy. The current flagship store was opened in 1905 by Bulgari with the help of his two sons (Costantino and Giorgio) and the store quickly became a place where the world's rich and famous came for the unique, high quality jewelry designs combining Greek and Roman art. Although the company made a name for itself with jewelry, today it is a recognized luxury brand that markets several product lines including watches, handbags, fragrances, accessories, and hotels.Labels: Brand Endorsement, Launch, TVC
posted by Jas @ 11:07 PM,
,
Kajol as brand ambassador of Alpenliebe
Thursday, August 23, 2007
As has been from some time I agree even this post is coming bit late. It’s about Alpenliebe roping in Kajol as its brand ambassador. Mind it; this is the first time in fourteen years of successful existence of the brand in the India that Perfetti Vanmelle is relying on celebrity endorsement. Earlier it tagged on children and their innocent naughtiness.
The new campaign has taken from what has been the ad strategy of various mint based candies like Mint-o-Fresh or ChlorMint. They all use what has been labeled as the 'Absurdism'.
Plot is that Kajol pops the candy at an Alligator at a zoo and the alligator starts following Kajol everywhere. The brand now uses the tagline "Lalach Aha Laplap" instead of hugely popular "Jee Lalchaye Raha Na Jaaye". According to a report in AgencyFAQs, the company feels that Kajol is the right fit for the brand and will help to take the brand to the next level. In Kajol I have no doubt, question is whether the ad is a right fit for the brand or not? All these impulse buy brands have one problem; getting consumers to buy them which is driven largely by mind recollection when one visits purchasing point. Hence the absurd ads; so that the people remember or a jingle or tagline. Now with already a hugely famous tagline "Jee Lalchaye Raha Na Jaaye"; I guess its dilution of brand image in mind of consumer to shift from there. Striking gold with such a concept is not easy so it’s a gamble that Alpenliebe has taken.
As has been talked about, the brand would have paid a good amount for the animation and even Kajol would have cost them nicely as she has showcased her ad presence very profitably as far as attention and recall is considered. But would it take the brand to further levels of sales is a question I really doubt!
The new campaign has taken from what has been the ad strategy of various mint based candies like Mint-o-Fresh or ChlorMint. They all use what has been labeled as the 'Absurdism'.
Plot is that Kajol pops the candy at an Alligator at a zoo and the alligator starts following Kajol everywhere. The brand now uses the tagline "Lalach Aha Laplap" instead of hugely popular "Jee Lalchaye Raha Na Jaaye". According to a report in AgencyFAQs, the company feels that Kajol is the right fit for the brand and will help to take the brand to the next level. In Kajol I have no doubt, question is whether the ad is a right fit for the brand or not? All these impulse buy brands have one problem; getting consumers to buy them which is driven largely by mind recollection when one visits purchasing point. Hence the absurd ads; so that the people remember or a jingle or tagline. Now with already a hugely famous tagline "Jee Lalchaye Raha Na Jaaye"; I guess its dilution of brand image in mind of consumer to shift from there. Striking gold with such a concept is not easy so it’s a gamble that Alpenliebe has taken.As has been talked about, the brand would have paid a good amount for the animation and even Kajol would have cost them nicely as she has showcased her ad presence very profitably as far as attention and recall is considered. But would it take the brand to further levels of sales is a question I really doubt!
Labels: Brand Endorsement, TVC
posted by Jas @ 6:54 PM,
,
