Kesslers International helps support the launch of Diesel boldest and most successful fragrance to date.
Brief
To develop a high impact unit with strong in-store presence that would appeal to men and allow for deeper distribution than previous Diesel fragrances.
Development
The displays created were formed to support the in-store advertising campaign, which rolled out in two unique stages in both department stores (Harrods, Selfridges, House of Fraser) and other selected high street retailers (Boots, Superdrug…).
Firstly by creating a teaser box made of white acrylic developed to resemble a container enveloping a human being, featuring a protruding fist emerging out its front and back. The tagline ‘DIESEL MAN INSIDE – DO NOT RELEASE BEFORE 03/06/09’ informed the public of the cologne’s launch date and created anticipation. The teaser stayed in-store for two weeks prior to the fragrance launch and enticed consumers’ by increasing footfall in-store on the day of the lauch.
A counter unit was designed to hold two dummy testers and one additional tester; and a hybrid tester podium unit that recalled the magazine and billboard print advertising supported the fragrance launch. The freestanding podium display acts as both product tester and floor merchandiser. To maximise impact in-store the display featured strong branding incorporated into the back panel.
Results
A display that clearly reflected the masculine tones of the fragrance and Diesel’s boldest cologne yet. It became the best selling men’s fragrance of the summer, with L’Oréal reporting a clear uplift in consumer awareness towards the Diesel brand.
The display has also been nominated to a 2010 POPAI UK & Ireland Award. Please click here to see all the nominees.
