Boxer Prince Naseem and rapper Coolio are among the unlikely celebrities chosen to feature in the relaunch of teenage girls’ perfume, AnaÃ¯s AnaÃ¯s.
The Cacharel-owned fragrance launches a pan-European ad campaign on MTV and in magazines later this week. A radio campaign will also be considered later in the year.
The 60-second TV ad revolves around the idea of tenderness and, apart from the stars mentioned above, also includes former Eternal singer and now soloist Louise, Italian rapper Saturnino and French female singer Eden.
The stars, called the Jury of Tenderness, will invite consumers to send in writing based on the theme of tenderness, the best of which will be read out later in the summer on MTV and on local radio stations around Europe.
The tagline for the ad is: “Let your tenderness move the world.”
The ads were jointly produced by Publicis in Paris, and London-based youth marketing consultancy, The Marketing Depot. The media will be bought by Optimedia.
Sanjay Nazerali, the Marketing Depot’s managing director who, until November, was MTV’s senior vice-president of marketing, says: “AnaÃ¯s AnaÃ¯s is a famous old brand. What we have done is take the theme of tenderness, refresh it, and bring it up to date.”
According to research body Mintel, AnaÃ¯s AnaÃ¯s is the number three brand in the women’s fine fragrance market with sales of 15m. The market leader is cKone, followed by Chanel No5.