Analysis: Sale Of The Week

Only in the glossy women’s magazine sector could Attic Futura sell Chanel a ’pashmina’ secured with a ’brooch’. Confused? Basically we’re talking about a wraparound, albeit a very classy one. The ad for Chanel’s Precision skincare range adorns the March issue of Shine magazine. It’s fixed to the outside back cover with a Chanel sticker - that’s the brooch, geddit?

Only in the glossy women’s magazine sector could Attic Futura sell

Chanel a ’pashmina’ secured with a ’brooch’. Confused? Basically we’re

talking about a wraparound, albeit a very classy one. The ad for

Chanel’s Precision skincare range adorns the March issue of Shine

magazine. It’s fixed to the outside back cover with a Chanel sticker -

that’s the brooch, geddit?



The deal, which Attic Futura’s ad chief Caroline Connor claims is a

first in the women’s sector, was sewn up by Shine’s advertisement

manager Tara Purcell. ’We thought the term ’wraparound’ wasn’t cool

enough for this market so we started referring to it as a pashmina , and

the name caught on,’ says Purcell.



She adds that the jokey name disguises serious intent. ’Chanel wanted to

achieve standout and we thought we had the flexibility to do something

more innovative. Chanel has been a regular advertiser but we’re always

looking for ways to extend the relationship.’



The ad was bought by Annette Hurley at MediaVest and planned by Nadine

Young.



Got a potential sale of the week? E-mail lexie.goddard@haynet.com.



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