Strategic new advertising of the brand names aristocracy

Approximately a decade ago, General Secretary raw Communist Party of the Soviet Union Mikhail Gorbachev once appeared in an advertising program for television manufacturers cake Pizza Hut.

At present, he has moved from advertising for junk food advertising to do for high-quality leather. He prepared to appear in an ad campaign for a new international Louis Vuitton.

The Gorbachev advertising for the brand of high-level place in this context are the big change on local politics in the business of flash products. Market share that rich people in Russia occupied in the large cake is increasing strongly.

Pietro Beccari, Marketing Director of the Louis Vuitton said, the goal of this new campaign is to increase the attraction of the Louis Vuitton brand, especially in the market is relatively new, such as Russia and China.

In recent years, Louis Vuitton has focused most active ads in a product line fashion.

In the advertising of the manufacturer has been the clever woman charged as Jennifer Lopez, Uma Thurman and Scarlett Johansson or super form as Gisele Bundchen and Eva Herzigova. They were carrying the bag of bright colors Vuitton, clothing and hair, as well as the people using other products in a product line of fashion this airline.

According to Beccari, perhaps many consumers in markets such as Russia or China just to see the images of such ads from Vuitton. It could be, they still do not know for a department with a less than luxury brand of this, there are products such as suitcases, tap pairs …

“We’ve been building up confidence in certain areas of fashion. Now is the time must balance a little brand Louis Vuiton. Develop a different face of the brand name is important to us, “he said.

Beccari also said, Vuitton, a division of the corporation to produce high quality LVMH Moet Hennessy Louis Vuitton, also want to attract more customers are men. Currently, products for women accounting for 65% of sales of this brand name.

Therefore, in campaign ads this new, the luxury product does not appear. Instead, Gorbachev wearing a striped shirt vet and a small Air outside, next to him as a Vuitton bag placed randomly on the back of chairs, a limousine of the Soviet Union from Khrushchev. The vehicle next to go the rest of the Berlin wall.

In this campaign also has a photo of the woman transparency Catherine Deneuve sitting on a vali Vuitton before a steam train in the station d’Austerlitz in Paris, and a series of pictures of Andre Agassi and Steffi Graf in a Hotels in New York.

The program of this ad by Louis Vuitton company Ogilvy & Mather design, has reflected the progress of the manufacturer consumer goods advanced, while creating linkages with consumers at the level of close and life more often.

Previously, the product is generally the most important things in the ad of many fashion and manufacturers of famous brand names, next to images of her model stylish and less lively.

However, the method of advertising the new Louis Vuitton introduced the product in the image closer. Not a famous person in the photos of the new ad Vuitton look straight into the lens. Couples Agassi and Graf yearlong together on a bed in the hotel. The out-of-pocket Gorbachev is not in the position of the center of the photo, on which there are newspapers and magazines book.

Managing Director of European Regions Daniel Sicouri of Ogilvy & Mather said: “This product is only a part of the story, a friend of traveling in a journey, not a person hung, is the main material.”

The luxury brands are usually their own design the advertising instead of hiring outside companies. Much of the advertising is for products of fashion Vuitton by Marc Jacobs is, heads of department of fashion companies, design.

He said, Louis Vuitton will still continue to methods of advertising is products get center, mainly on the fashion magazines flashy. However, the new campaign will be on targets viewers more broadly and therefore will appear in publications news and finance from May 8 to.

Beccari and Sicouri have refused to disclose information Louis Vuitton will read on how much advertising campaign this new, as well as Gorbachev and others appear in this campaign will be paid how much.

They said, the original Gorbachev did not want to participate. However, then, he has won over when Louis Vuitton-sponsored fund for environmental protection in his career, Green Cross Fund International (Green Cross International). In the ad also refers to support this account. The ad’s Louis Vuitton also mentioned the brand name of this support for an environmental project of former U.S. Vice President Al Gore.

Beccari said, is Gorbachev who have opted context for photos this ad, Berlin walls but ago, former U.S. President Ronald Reagan was challenging his removal.