By utilising the advertising inventory from Primedia Unlimited’s Fashion Media business, the newest offering from Givenchy, the Gentlemen Only, Casual Chic campaign, received the attention it desired.
Givenchy’s ‘Gentlemen Only’ is a lively, comforting, spicy and fresh fragrance for men. The brand utilised strategic window displays in selected stores to create the necessary awareness of the product’s availability.
“To ensure synchronicity between the eau de toilette and the advertising campaign, the blue-silver mirror vinyl with orange trim which featured in the window displays, perfectly tied back to the orange in the ‘Gentlemen Only’ product bottle,” says Sean Reed, CEO of Fashion Media.
Reed concludes; “The national campaign, through a combination of striking colours and strong, simple design, proved very effective in attracting consumers into the stores and moving product off the shelves.”
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