Wieden & Kennedy has created an ad to launch the teen fragrance
Charlie Instinct - its first work for Revlon International since it won
the account in March.
The execution aims to project an outgoing, cheeky personality for the
Charlie Instinct perfume, which is targeted at teenagers and tries to
reposition and refresh the main Charlie brand.
The ad shows a magazine page with pictures of two teenage girls
descending upon unsuspecting boys who are having their pictures taken in
a photo booth. The ad carries the strapline: "Me, Lucy and Charlie."
"It's been incredible working on a brand which has such a notable past
as the first mass-market fragrance. As 'the original rebel', it
challenged and shaped culture and we're really looking forward to
developing more work in the future," Sam Brookes, the account director
on the business at W&K, said.
The ad will appear in the October issues of teen titles, and a slightly
modified scented page will be inserted into Mizz magazine.
Joseph Ernst art directed and Matt Gibbins wrote the ad. Media planning
and buying is through Media Edge.
W&K was appointed to revive the iconic 70s scent brand Charlie and to
provide above-the-line support for the Mitchum deodorant line. The
agency was handed the business without a pitch and took the perfume
account from Rainey Kelly Campbell Roalfe/Y&R.
Last November, Revlon produced a marketing drive for the perfume linked
with the film Charlie's Angels.