NEWS: Jean-Paul Gaultier...

Marketing, Thursday, 19 December 1996, 12:00am,

Jean-Paul Gaultier is putting pounds 750,000 behind a pre-Christmas national television campaign to promote his scent for men, Le Male, launched in early 1996. The ad has been art-directed by Gaultier himself, who promises it ‘will excite’. The campaign, through Kenneth Green Associates, will be supported by print and bus advertising and posters at the point of purchase. Further surprises include free Gaultier teddy bears in Christmas gift boxes and ‘cheeky’ new cigarette lighter-style refills.

Jean-Paul Gaultier is putting pounds 750,000 behind a pre-Christmas

national television campaign to promote his scent for men, Le Male,

launched in early 1996. The ad has been art-directed by Gaultier

himself, who promises it ‘will excite’. The campaign, through Kenneth

Green Associates, will be supported by print and bus advertising and

posters at the point of purchase. Further surprises include free

Gaultier teddy bears in Christmas gift boxes and ‘cheeky’ new cigarette

lighter-style refills.

This article was first published on Marketing

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