Etat Libre d'Orange: I am Trash – Les Fleurs du Déchet

Etat Libre d'Orange, a perfume brand, launched I AM TRASH in France, a perfume made of waste from the perfume industry, to take a stand against excessive consumption.

Campaign details

Brand: Etat Libre d'OrangeAgency: OgilvyCountry: France

Objectives

Conceive and develop a first of its kind fragrance by exploring new grounds that had never been touched before, create lots of buzz and anticipation around the new fragrance, and make it a commercial success to meet the brand's business objectives for 2018:

  • Drive the equivalent of two annual launches in one unique product release;
  • Lead consumers and category to shift perception towards waste;
  • Improve brand equity with no media investment;

Summary of the work

France is well-known for the excellence of its luxury industry. An...

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