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: Diesel Brand: Diesel Agency: Publicis Italy Country: 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; th