Diesel: Go With The Fake

Diesel, the Italian fashion company, re-established itself as a brand that dares through a campaign that targeted millennials and turned the threat of counterfeit goods into the key element of its campaign.

Campaign details

Advertisers: DieselBrand: DieselAgency: Publicis ItalyCountry: Belgium, Italy, Luxembourg, United Kingdom, United States

Objectives

Marketing challenges

For many, Diesel symbolized their own adolescence and coming of age. But just like them, Diesel was no longer youthful and felt a bit stuck in the past. An internal study revealed the brand was linked to the image of the rough rebel from the 90's; the one who drinks whisky and drives a Harley. Diesel was now perceived as a static and dusty denim brand, known but not exciting.

Denim was once a statement. Anyone...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands