Planning / Insight / Strategy
Brief
Create a clear, simple and motivating on pack offering that appeals to 17-24 year old consumers, drives them to pick up Impulse and is explodable as an activation idea.
Insight
It's the little things that make a big difference, and romance is all about these little gestures. Wearing a scent is a small but important part of feeling confident.
Proposition
Romantic opportunity.
Solution
Using the creative positioning 'random acts of romance' to mobilse young adults to act on impulse...
On pack competition for consumers to win the opportunity for one of four hot male celebrities to perform a random act of romance on their best friend.
Exploded to include; TV, PR, Media, Online and UGC.
Results
Due for implementation 2008.
