5 things in luxury this week | 5th Aug 2022
It has been quite a week for celebrity endorsements in the brand marketing industry. Luxury fashion house Valentino sets the tone enlisting the help of Zendaya and Lewis Hamilton in their pinker than pink campaign, whilst cognac company Remy Martin has signed up Usher to bring their drink brand to the fore. Not one to miss a beat (couldn’t resist), Beats by Dre completes the trio with an impressive animated short, featuring Marcus Rashford and rapper Dave. The IHG Group have been making money moves too, but without the help of A-list talent. Which finally brings us to the biggest story in marketing news this week – the Lionesses. As we round up the week, we take a moment to reflect on their success and how future brand endorsements are set to transform the game.
1. Valentino’s ‘Pink PP’ Campaign
If there was any doubt about the trending colour of AW22, Valentino have put it to rest with its very new very pink campaign. Fronted by celebrities Zendaya and Lewis Hamilton, the fashion house features the talent in its advertising campaign in all pink clothes and surroundings . Representing the colour of ‘love, community, energy and freedom’ the vibrant shade was chosen for the way it represents expression and freedom, with the talent on board perfectly embodying these values. Those in well-heeled circles will know that traditionally Valentino is associated with the colour red. This change heralds a new direction for the brand’s personal identity as a more inclusive business. The print campaign will debut next month in Harper’s Bazaar magazine Germany and GQ USA respectively. With Pierpaolo Picciloi at the helm, who needs a luxury brand marketing agency!
Client: Valentino
Creative Director: Pierpaolo Piccioli
2. Remy Martin “Team up for Excellence” by Fred & Farid
Usher, yes the artist who likes to pop your collar, is popping a very different kind of item – this time a bottle of Remy Martin. That’s right, the artist features in the new Remy Martin advert, narrating its rich history dating back to the 1920s. Inspired by AI technology, the drinks brand has launched a limited-edition bottle complete with NFT, bringing its cognac to a tech savvy younger audience. The AI technology magically brings to life the taste of the new collaboration entitled ‘Usher X 1738 AI Powered’. Keeping it exclusive, there are just 50 bottles designed as part of the collaboration engineered by the New York content marketing agency Fred & Farid. Will it be enough to bring sexy back to Cognac? Let’s wait and see…
Client: Remy Martin
Agency: Fred & Farid
3. IHG launches ‘Guest How You Guest’
Because we could all do with remembering the joy of staying in hotels, The IHG Group, which includes Six Senses, Kimpton Hotels, Crown Plaza and the Intercontinental as part of its hotel portfolio, has launched a new campaign to rekindle that feeling of what it’s like to be a guest. The aptly named ‘Guest how you guest’ quest celebrates taking a break from it all, and letting your hotel take care of all the details. The multi-million dollar campaign features a series of 30-second spots centred around guests needs reflecting travel in 2022. The campaign will be aired in the US and UK, and is supported with social and below the line content.
4. Beats by Dre ‘Never Beaten’ project
Ahead of the start of the Premier League, Beats By Dre has kicked off the season with a content driven campaign. Never short on marketing campaign ideas , the headphone company has teamed up with artists Dave and Gaia Alari to narrate its animated short. The story follows a day in the life of Manchester United striker Marcus Rashford, using flipbook style visuals. The animated short tells the story of Rashford’s iconic football journey, showing how he stays grounded and resilient in the face of adversity. If the endless pursuit of greatness is the goal, it’s most certainly a win-win for the American brand.
Client: Beats by Dre
5. The Lionesses
In a week that made history, it would be remiss not to mention The Lionesses. With a record breaking audience of 17.4 million viewers tuning in to the Euro ‘22 finals, the England Women’s Football Team are now set to make millions out of lucrative sponsorship deals. First to the post is Pepsi and Visa who have struck up deals with the footballing heroes. Individual team members are also cashing in on their success, with captain Leah Williamson recently signing a deal with fashion power house Gucci, alongside other existing sponsorships. Experts anticipate many innovative digital marketing methods and campaigns to come for the winning women’s team, who are on a ‘positive trajectory’. Watch this space.
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