Dreaming, the new Hilfiger fragrance, will be introduced by a series of documentary films about real women achieving their dreams. The stories will come from Glamour readers and be sponsored by Tommy Hilfiger. The films will be directed by A-list talent who have not been selected yet.
The public is invited to pitch ideas before the fragrance is launched in February 2008.
Implications - One of the best ways for a company or brand to create a real connection with their customers is by developing an ad campaign that explicitly uses real images and stories from consumers. By displaying and celebrating these consumers instead of models, the company shows that it cares about who purchases the products and what feelings they engender.
Hilfiger Fragrance Inspired by Real Women
Documentaries Inspire Dreaming
Trend Themes
1. Consumer-centric Ad Campaigns - Using real images and stories from consumers in advertising campaigns can create a stronger connection with customers.
2. Documentary-driven Marketing - Using documentary films to inspire and promote a brand can create an engaging and authentic storytelling experience for consumers.
3. User-generated Content - Involving the public in pitching ideas and creating content can generate excitement and engagement for a product or brand.
Industry Implications
1. Fragrance - The fragrance industry can utilize real women's stories and consumer-centric ad campaigns to create a more relatable and appealing brand image.
2. Film and Entertainment - A-list talent and documentary-driven marketing can provide new opportunities for collaborations and sponsorships within the film and entertainment industry.
3. Fashion and Cosmetics - Using user-generated content and consumer-driven campaigns can enhance the authenticity and inclusivity of fashion and cosmetics brands.