ZEKE FRAGRANCES FOR MEN by Leo Burnett Warsaw for ZEKE

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ZEKE FRAGRANCES FOR MEN

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Industry Cosmetics & beauty products, Perfumes
Media Design & Branding
Market Poland
Agency Leo Burnett Warsaw
Creative Director Kot Przybora
Released August 2009

Credits & Description

Category: Cosmetics & Beauty
Advertiser: PARFUMICO
Product/Service: ZEKE FRAGRANCES
Agency: PZL WARSAW (LEO BURNETT GROUP)
Date of First Appearance: Aug 1 2009 12:00AM
Entrant Company: PZL WARSAW (LEO BURNETT GROUP), Warsaw, POLAND
Creative Director: Kot Przybora (PZL Sp. z o.o.)
Senior Art Director: Mikolaj Manzett-Leszczynski (PZL Sp. z o.o.)
Senior Copywriter: Cezary Filew (PZL Sp. z o.o.)
Account Director: Michał Nadrgodkiewicz (PZL Sp. z.o.o.)
Media placement: Packaging - Shops - 1 August 2009

Describe the challenges and key objectives

The market of aromatic cosmetics in Poland is considerably split and dominated by foreign manufacturers. This offers a chance for the new Parfumico’s brand for men to play a significant strategic role in the market of men’s fragrances. Objectives: during the first 2-3 years, achieving leadership in the market of fragrances for women and men among the Polish competitors; and later, effective rivalry with international competition (including such strong brands like Adidas and Str8).

Describe the brief from the client
2009: the launch in the market of a new brand for men, which should allow the Parfumico Company to reinforce its position in the market of men’s fragrances. Mission: create a new brand for men; invent its name, design its packaging and develop its communication strategy. The main competence of the new line would lie in fragrances (EDT, deodorants). However, a full gamut of fragrance cosmetics for men, including shave and aftershave products, could be an essential advantage over the competition and a way to attain Parfumico’s strategic goal of becoming a leader.

Describe how you arrived at the final design
The packaging was inspired by a Japanese dimension of the name, as well as Japanese simplicity and frugality of means. Strong contrasts, deep blackness and sharp colours underscore the determination and self-confidence. Vintage masculinity, elegance and class do not preclude decisive action, but do not represent a contemporary playboy either. The shape of the bottle reminds a hip flask, which fits in a pocket of a pilot’s jacket. The distinctive colours describe: the blue Pacific freshness; a green, humid jungle; brown gloves, belts and jackets; and the grey, grease-soaked environment of the hangar.

Give some indication of how successful the outcome was in the market
Since Zeke was introduced in the market in September 2009, Parfumico has been carrying out a wide-ranging distribution. The success of the make is its presence in big cosmetic networks: Rossmann, Polbita. During the holiday period, Zeke became the first Polish brand to appear in exclusive Douglas perfume shops. Selected product formats are also available in Tesco and Makro chains. The name of the brand and the unique packaging caused that its perception among customers is very high. The product is regarded as one of high quality and even one which could be a brand of an international cosmetic concern.