FEAT. CANDICE SWANEPOEL
The objective was to relaunch and reposition JUICY COUTURE’s once-mega hit fragrance in order to return to its top-ten status, even after the brand lost its relevance. The new direction embraced the over the top exuberance of the brand and paired it with irreverent femininity for the ultimate prestige princess.
The strategy drifted from an exclusively print and TV creation and placement, to a 360-degree plan. Classic fragrance codes were broken, creating multi-part campaigns, sequential assets and strong storytelling for digital and social platforms, along with immersive brand experiences in order to regain currency and popularity.