Cannes Lions

KOKORICO PACKAGING

INTERBRAND, Paris / BEAUTE PRESTIGE INTERNATIONALE / 2012

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Overview

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Credits

Overview

Description

Following the success of the fragrance Le Male, Jean Paul Gaultier (JPG) wanted to express yet another facet of a man’s personality: confident, expressive, urban masculinity, through a new fragrance. The onomatopoeic name, Kokorico, inspired by the cocky crow of the rooster, embodies the spirit of the fragrance.Our team having partnered previously on the Madame and Monsieur fragrances, was engaged again by Beauté Prestige Internationale to design, and package the fragrance and range of skincare products.

Execution

The brand Jean Paul Gaultier continues to challenge our perceptions of sexuality. The new fragrance was to express a facet of a man’s personality not explored by the brand before: a co-existence of feminine and masculine, urban, expressive. Our work was shaped by our understanding of the brand’s ambition to provoke and challenge conceptions about the western male archetype by proposing an alternative vision.

Outcome

Together with the client, our team thought through all the touch points, from how the product would be seen on the web to the point of sale communication. The imagery and colours in the point of sale communication successfully attract the eye, and make the product stand out in a store. Once drawn to the product, the bottle generates curiosity and an AHA! moment as the customer discovers the 2 profiles.

Kokorico was successfully launched in France in September 2011 (the first production roll out being 1.2 million bottles) and is geared for an international launch in March 2012.

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