Burberry in personalisation push for launch of new fragrance

Burberry is bringing the personal touch to the launch of its ‘My Burberry’ fragrance, allowing customers to make the marketing campaign ‘entirely their own’ by creating bottles featuring their initials and having it appear in outdoor, TV and digital ads. 

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Kate Moss and Cara Delevingne star in the new campaign for the My Burberry fragrance

The TV spot features Kate Moss and Cara Delevingne wearing Burberry trench coats and is set to “I put a spell on you” performed by guitar legend Jeff Beck and singer Joss Stone. The ads end with a close-up shot of the new fragrance bottle.

On Channel 4’s on-demand service 4OD, viewers will be able to personalise the ad so it features their own initials on the bottle. Users will also have the option to monogram their own virtual bottle so that it appears within advertising across Google’s ad network and share the image on social media sites including Facebook, Twitter and Pinterest.

Using their smartphones, Burberry fans will also be able to interact with digital billboards at selected sites in London and New York, personalising a bottle with up to three letters and then projecting it onto the screens.

The personalised fragrance bottle will be available to buy either online or in a select number of Burberry stores in London and New York. A mapping service will guide visitors to the interactive billboard to their nearest Burberry store to make a purchase.

The launch of My Burberry marks the first time Moss and Delevingne have appeared together in a Burberry marketing campaign. The campaign and new fragrance are meant to “honour” Burberry’s iconic trench coat, playing up its heritage and authentic British brand story.

The luxury brand has also created a make-up look to go with the fragrance.

Burberry cited its “focus on personalisation” for helping to boost revenues last year. Sales for the full year to 31 March were up 17 per cent to £2.3bn.

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