Advertising perfumes is notoriously challenging given the inability to convey scent through visuals, resulting in unusual and abstract advertisements. The article highlights a game played in cinemas that involves guessing whether an ad is for booze, cars, or perfume, underlining the often bizarre nature of perfume ads. The piece also showcases notable examples, including Chanel's 'Égoïste', illustrating how creative minds tackle the unique challenges of promoting fragrances through unconventional imagery and narratives, highlighting both successful and eccentric advertising approaches.
"A pretty reliable heuristic I have found is that the more baffling, alienating and nonsensical the advert is, the more likely it is to be a perfume ad."
"This one is a classic. I include it first to firmly impress the point that we are not necessarily using the term 'wild' as a pejorative here."
#perfume-advertising #creative-marketing #advertising-challenges #visual-medium #branding-strategies
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