A new strategy from Chanel is being utilized with their new advertising campaign and print ad for Chanel No. 5
The idea: Can a man sell a women’s fragrance? Chanel will soon be putting this idea to the test with its new Chanel No. 5 perfume being released soon.
“To keep a legend fresh, you always have to change its point of view,” said Andrea d’Avack, president, Chanel Fragrance & Beauty. “It is the first time we’ve had a man speaking about a women’s fragrance. We think very much that the perfume is a seduction between a man, a woman and the perfume. No.5 is our leading fragrance, and we are willing to make the investment to keep it on that level.”
Over the past 91 years Chanel has used many celebrities to advertise for the No. 5 including Ali MacGraw, Catherine Deneuve, Candice Bergen, Nicole Kidman, Audrey Tautou, and Vanessa Paradis.
The commercial was shot by Joe Wright and is done in an innovative way. When Pitt is talking to the camera the idea is that he is talking to the women viewer, however by the end of the advertisement you realize he is talking to the perfume its self!
The campaign will be released on October 15th with the print being released later in November fashion magazines. Supporting the release will be a hard hitting social media campaign.
“We are reaching the ecosystem of communications vehicles,” he said. “We believe this dynamic, modern campaign will make people think in a completely different way about No.5.”
The campaign is estimated to have cost roughly $10 million for United States advertising and a large $7 million dollar check for Brad Pitt’s Pocket!