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.