Yesterday the Financial Times reported that Burberry have turned the tables on the tradition marketing spend from more print, less digital to one that is 60% Digital and 40% Print/Other and it has become extremely evident in the lead up to the launch of the newest Burberry fragrance, Burberry Body.
A huge teaser campaign starring Rosie Huntington-Whiteley was launched via the Burberry Facebook Page a few weeks ago, with a stream of preview videos and imagery launched online. Finally Burberry unveiled the video men around the world have been waiting to see… Huntington-Whitely slowly unbuttoning her rose gold satin trench coat, spritzing herself in the Burberry Body fragrance and then lying on the ground half naked. It’s sexy, it’s sophisticated and definitely makes me want to see what the fragrance smells like.
With top notes of freesia, green absinthe and peach teamed with heart notes of rose, iris, sandalwood and bottom notes of cashmeran, musk, amber and vanilla, we think we’d like it.
About the launch of the fragrance, Burberry’s Chief Creative Officier Christopher Bailey says:
“Burberry Body is the next chapter in our history, and a launch we are all so excited about. It’s the Burberry world translated into a scent, embodying every facet of the brand including our music, collections, scent, platforms and communities. We wanted to create something very British, feminine, timeless, distinctive and effortlessly sensual, with the attitude and energy of our iconic trench coat at the heart of it.”
Keeping with Burberry’s musical connection, the video features a song entitled “Rosé (Unplugged at Abbey Road for Burberry Body)”, recorded for Burberry by British band The Feeling at Abbey Road studios in London. The track will be released as a single next month.
The Burberry Body range will include a Eau de Parfum, Eau de Parfum Intense, Body Milk and Body Oil from the launch (today). The campaign was shot in London by Mario Testino.
The Burberry Body ad campaign & behind the scenes imagery