A ROMANCE PRINTED ON PERFUME SMELLING STRIPS by Leo Burnett Iberia Madrid for JACOMO

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A ROMANCE PRINTED ON PERFUME SMELLING STRIPS

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Industry Perfumes
Media Design & Branding
Market Portugal
Agency Leo Burnett Iberia Madrid
Executive Creative Director Renato Lopes
Art Director Luciana Cani
Released February 2010

Credits & Description

Category: Cosmetics & Beauty
Advertiser: JACOMO
Product/Service: JACOME PERFUME
Agency: LEO BURNETT IBERIA
Date of First Appearance: Mar 1 2010 12:00AM
Entrant Company: LEO BURNETT IBERIA, PORTUGAL
Executive Creative Director Iberia: Chacho Puebla (Leo Burnett Iberia)
Executive Creative Director: Renato Lopes (Leo Burnett Iberia)
Executive Creative Director/Copywriter: Erick Rosa (Leo Burnett Iberia)
Art Director: Luciana Cani (Leo Burnett Iberia)
Creative Advisor: Tura (Leo Burnett Iberia)
Media placement: Perfume Launching kit - Brochure/Sampling - April 2009

Describe the challenges and key objectives
We wanted to promote the emotions that are contained in each bottle of perfume. But since emotions are something intangible, we had to find a special way to do it. We printed one of the most beloved romances in history in perfume paper. Romeo and Juliet was printed in the actual strips of paper used to sample perfumes. And each 'book' came with a small Jacomo sample so that the person could spray the scent over each page of the book and read this classic with the most romantic scent.

Describe the brief from the client
To launch a new fragrance called Jacomo.

Describe how you arrived at the final design
The design was something to help us tell this classic romantic story, but also to help us tell the product's romantic story.

Give some indication of how successful the outcome was in the market
Once someone had one of these in hand, the response was much better than it would have been with a regular sampling device. This time, we were able to clearly highlight Jacomo's qualities as a perfume and its personality as it related to the romance people had in hand. It clearly defined Jacomo as not only a perfume but an essence of romance.