Thursday, May 17, 2012


Brad Pitt has bagged a new modeling contract, and this time, it’s not for any fancy gadget or any car brand or even a men’s clothing brand, but for a ladies’ perfume – Chanel Nº 5.

As expected, this news has got everyone talking about him and the perfume brand. It’s also got the cash registers ringing for him, and if all goes well, the cash registers would also be ringing for Chanel. The biggest boost in sales that a brand gets is when people start talking about it, when there is a certain buzz, an excitement around the brand. Ask any marketing expert and he would be ready to give his right arm to find the secret of creating the ‘right buzz’ around his brand. In fact, the job of advertisements is not necessarily to sell the product, but to get people to notice it; and in the most successful cases, to start talking about it. Chanel Nº 5 surely has learnt its lessons well. Decades ago, it had achieved notorious fame, when Marilyn Monroe – on being asked what she wears to bed – had said, “Why, Chanel Nº 5 of course!” That, and now this, i.e., getting Brad Pitt as their brand ambassador, has ensured that a lot of people would be talking about the fragrance for a very long time. The brand has managed to beat the clutter and has been able to stand out and get noticed from among the thousands of perfume brands available in the marketplace.

A few years ago, Lux soap decided to do something different to celebrate its 75 years. Known for its advertising strategy of taking Bollywood beauties to endorse its brand, the company decided to stick to the same formula; except that this time, the beauty in the bath tub was not the latest Bollywood heroine, but the latest heartthrob of all the females of the country – Shah Rukh Khan! The strategy worked. People noticed it. Some liked it and some laughed at it, but everybody was talking about it. That is the aim of advertising. As long as I have got you to notice me so that you talk about me, a large part of my work as an advertising man is done.
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