Landor London

ABOUT

CHALLENGE

Molton Brown has grown from one small shop in London to an internationally famous brand. The challenge was to design a campaign that launched the brand’s first venture into the fragrance category , taking individuals on an emotional journey to the countries from which the luxury ingredients of the scents originated.

INSIGHT

Luxury bath and body brand, Molton Brown, wanted to take their first step into the fragrance market. They needed a campaign to support their Navigations Through Scent range that would tell provocative stories of the dangerous journeys which man embarks upon to transport rare ingredients from around the globe, whilst evoking personal memories gathered through fond recollections of travel taken through the seven continents of the world. Molton Brown has grown from one small shop in London to an internationally famous brand. The challenge was to design a campaign that launched the brand’s first venture into the fragrance category , taking individuals on an emotional journey to the countries from which the luxury ingredients of the scents originated.

As a departure from the traditional fragrance campaigns, captivating and evocative illustrations tell the story of each new fragrance- of the provenance of the luxury ingredients and the dreamlike landscape of the seven continents the scents take you to.

SOLUTION
As a departure from the traditional fragrance campaigns, captivating and evocative illustrations tell the story of each new fragrance- of the provenance of the luxury ingredients and the dreamlike landscape of the seven continents the scents take you to.
The campaign launched in the Molton Brown concession in Harrods in August 2011. The launch was supported by ATL activity across London, both in print on the underground network and digitally across the city. The campaign has rolled out across Molton Brown stores in Europe including flagships in Covent Garden and Regent Street.
Rachael Swindlehurst, Head of Global Marketing at Molton Brown said “We’re thrilled with the work FITCH have done – we really feel it captures the spirit and energy of the revitalised Molton Brown brand. The fragrance campaign showcases the brand’s new look perfectly as we launch our first fragrance range.”

MADEIT CREDITS

Contributor:

Landor has been a Contributor since 25th November 2015.

Invite x3

NAVIGATIONS THROUGH THE SENSES

*
*
*
*
*
*

Comments

Project tags