Cannes Lions

Coco de Mer

WILLIAMS MURRAY HAMM, London / COCO DE MER / 2016

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Overview

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Credits

Overview

Description

The target customer buys the very best and finest Erotica. They buy luxury brands because buying and owning them makes them feel special and it says “you’re special to me” when given as a gift - particularly when giving gifts to a girlfriend or mistress.

WMH were originally tasked with breathing new life into the Coco de Mer brand identity; however this extended onto dressing Coco’s new signature ‘Pleasure Collections’ range of toys, lubricants and candles.

Inspired by history’s grandes dames of seduction, Nell Gwynne, Georgiana the Duchess of Devonshire and Catherine Howard look out knowingly, through a risqué peephole in the outer box of the toys range. On the lubricants and candles, the peephole offers teasing glimpses of erotic prints that lie behind.

Execution

Coco de Mer is the beautiful antidote to the ugly, cheap and plastic world of Ann Summers et al. They create a special, luxurious world made up of only the finest erotica.

The brand, once again feels and behaves just like any other contemporary, London based luxury brand.

The packaging is a rich amber brown featuring only the company logo, name and a small, seductive die cut “peep-hole” which teases the viewer, showing a glimpse of a nude body or a flirtatious eye. The full reveal of exploration and discovery comes when the packaging is fully opened to reveal an erotic Coco de Mer heritage print, along with one of the grand dames of seduction. The colour palette of teal, black, ceramic, clementine, ‘Coco gold’ and red while the typography and Coco de Mer marque has been redrawn in gold.

Outcome

The strategy and design work has helped to re-establish Coco de Mer as the luxury leader it deserves to be. It epitomises the sexy, empowerment of understated style and beauty within, not cheap pink nylon knickers. The positioning and packaging redesign answered the original brief, that it successfully enabled Coco de Mer to court the attention of photographer & director Rankin to create their 2015 and 2016 erotic brand films. Thus, the continuing core of the Coco de Mer advertising campaigns is their real commitment to creating a more vital, more beautiful erotic landscape through which their special audience can explore.

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