Diesel ‘Fuels’ its brand

Diesel, with its licensee L’Oreal Luxury Products, tackled an innovative launch campaign for its first fragrances, Fuel For Life For Him and Her, to roll...

Diesel, with its licensee L’Oreal Luxury Products, tackled an innovative launch campaign for its first fragrances, Fuel For Life For Him and Her, to roll out globally on Monday, WWD reports. A guerilla and viral Internet marketing campaign, which began August 9, included an antimarketing campaign luring participants to the Diesel Web site upon Monday’s launch.
As a teaser to the launch, L'Oréal created an antimarketing campaign, consisting of a fake activist organization on the Internet, exhorting viewers to join a movement opposing legalization of what cryptically is referred to as "Fuel for Life." On Monday, when the fragrances are launched and the mock battle is lost, all the signed-up members will be redirected to the Diesel Web site, which will morph into an e-commerce proposition for the U.S. only.

Along with an intensive TV and print ad campaign and innovative packaging, 20,000 Fuel For Life bottles will be available Monday for customization on Diesel’s Web site.

Perfume accessories will be launched separately in mid-October.

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