One of the great advantages of Boxing Day is the end of perfume and fragrance advertising for another year.
In the Christmas run up we are served a diet of expensively produced, celebrity endorsed, well known soundtracked commercials that are a blur of undifferentiated tosh.
Every year’s the same. So why do these brands persist? Simples. The brand story isn’t important.
Fragrance brands have key assets – their name, the strongly differentiated packaging and the scent itself. What they're buying with advertising is top of mind awareness(TOMA) at the one time of year when everyone is making gifting decisions. The ads glue those assets together in a vague narrative but there’s no ownable brand story. It’s not needed. When the customer hits the store all they need to recognise is the name and packaging and the more top of mind that is the more likely there’ll be a sale.
We often get preoccupied with brand stories and how critical it is that they differentiate but from Diesel to Dior from Si, to Black Opium, differentiated brand stories aren’t nearly as important as top of mind awareness.
Posted by Paul Watson – Managing Director