Interviews
'One Drop Changes Everything' to bow late January 2010
16 Dec '09
2 min read
You will soon start seeing the "One Drop Changes Everything" fragrance campaign with its iconic silhouette of a fragrance atomizer framing inter-changeable visuals and message designed to convey just how you might feel and what might happen when you wear fragrance. One drop and you're fabulous. One drop and you feel like a million. One drop and you're in love.
Rochelle Bloom, President of The Fragrance Foundation explains: This is a first for the fragrance industry. The "One Drop Changes Everything" campaign is primarily directed at the 62 million consumers who already use fragrance sometimes and enticing them to use it more often.
The success of the "got milk?" campaign started the thought process about two years ago that the fragrance industry needed a unifying rallying cry, an umbrella call to action directed towards this "sometime fragrance consumer." "We want to entice and engage with the consumer," continues Mrs. Bloom. "Get the fragrance business back on track and make fragrance fun and sexy."
The "One Drop Changes Everything" campaign will bow late January 2010 in The New York Times, Seventeen, Cosmopolitan, House Beautiful, W, People Stylewatch, Harper's Bazaar magazine and in partnership with various retail promotional activity.
A dynamic, key component of the multi-media strategy will be an extremely fun, interactive and innovative microsite "onemightydrop.com" designed to bring the campaign to life. The onemightydrop.com site will be the central hub of the campaign, designed to inform, engage and excite the consumer about fragrance.
With a few clicks, you will be able to find a fragrance, design your own bottle, read personal perfume stories, get tips and hints from fragrance insiders including how to wear, frequently asked questions and current trends in fragrance. onemightdrop.com will harness all the power of social networking to spread the word via Facebook, Twitter and featured blogs.
"It's all about the transformative powers of fragrance and the endless possibilities only limited by your imagination," comments Stephen Niedzwiecki, owner, founder and creative director of the influential New York based advertising and design company YARD, who created the campaign and developed the onemightydrop.com microsite together with his partner and planning director Ruth Bernstein.
Thinking big, Mrs. Bloom believes the sky's the limit in terms of where this campaign could go. Billboards, wrapping buildings, bus shelters, traditional media placements, social networking are all part of the potential media mix to broadly communicate this powerful message in a bottle.
Rochelle Bloom, President of The Fragrance Foundation explains: This is a first for the fragrance industry. The "One Drop Changes Everything" campaign is primarily directed at the 62 million consumers who already use fragrance sometimes and enticing them to use it more often.
The success of the "got milk?" campaign started the thought process about two years ago that the fragrance industry needed a unifying rallying cry, an umbrella call to action directed towards this "sometime fragrance consumer." "We want to entice and engage with the consumer," continues Mrs. Bloom. "Get the fragrance business back on track and make fragrance fun and sexy."
The "One Drop Changes Everything" campaign will bow late January 2010 in The New York Times, Seventeen, Cosmopolitan, House Beautiful, W, People Stylewatch, Harper's Bazaar magazine and in partnership with various retail promotional activity.
A dynamic, key component of the multi-media strategy will be an extremely fun, interactive and innovative microsite "onemightydrop.com" designed to bring the campaign to life. The onemightydrop.com site will be the central hub of the campaign, designed to inform, engage and excite the consumer about fragrance.
With a few clicks, you will be able to find a fragrance, design your own bottle, read personal perfume stories, get tips and hints from fragrance insiders including how to wear, frequently asked questions and current trends in fragrance. onemightdrop.com will harness all the power of social networking to spread the word via Facebook, Twitter and featured blogs.
"It's all about the transformative powers of fragrance and the endless possibilities only limited by your imagination," comments Stephen Niedzwiecki, owner, founder and creative director of the influential New York based advertising and design company YARD, who created the campaign and developed the onemightydrop.com microsite together with his partner and planning director Ruth Bernstein.
Thinking big, Mrs. Bloom believes the sky's the limit in terms of where this campaign could go. Billboards, wrapping buildings, bus shelters, traditional media placements, social networking are all part of the potential media mix to broadly communicate this powerful message in a bottle.
The Fragrance Foundation
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