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Chanel N°5 marries its market to its advertising medium

Knowing that Primedia Unlimited’s Fashion Media has the ability to transform in-store spaces and window display areas into 3D industrial brand theatres, Chanel again called on the media owner to launch its Brad Pitt campaign, introducing the superstar as the new face of Chanel N°5, inside its Red Square media holdings.


Red Square Sandton Chanel No5 WindowBrad Pitt (48) has been chosen to front the advertising campaign for perhaps the most famous perfume in the world, making him the first man to promote Chanel N°5.


“As the ‘face’ of the perfume, Brad targeted female consumers from the entry point at Red Square stores, via window displays, and then further engaged them with his larger-than-life face on Fashion Media’s Beepers inside each store,” says Fashion Media’s Sean Reed.


The campaign saw Chanel N°5 very cleverly draw its target audience closer to the brand so that they could engage with their perfume of choice and spoil themselves over the festive season.


The campaign captures Pitt casually dressed, with long hair, looking wistfully into the camera.


According to a news article published by news agency, Reuters, in October 2012, Pitt said: “N°5 has always been the most iconic women's fragrance. That's what I see being the appeal of this campaign; it goes beyond the abstract of emotion or beauty to evoke what is timeless: a woman's spirit."


“Marrying your market to your medium is critical. That’s why this campaign worked so well,” says Reed.

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