BURBERRY BRIT RHYTHM FOR MEN - Canadian Fragrance Awards 2013 Best full market launch Men's fragrance

Canadian Fragrance Awards 2013
                   BURBERRY BRIT RHYTHM FOR MEN
                         Best full market launch
                            Men’s fragrance
1 / / 7 MAY 2013

LAUNCH SUPPORT
 RECAP
    BEFORE

      - TRAINING: the local training seminars were
      done within every city by the account
      executives.

      - BA GIFT: all the BA’s received a 30ml bottle
      of Burberry Body Eau de Toilette as a gift.

      - TEASER:
           - International teaser campaign:            Social sampling: A key element of the launch
                 - On Site Teaser to order sample
                 - Facebook
                 - Email to Burberry customer data
                 base

      - WEBSITE
          - Register to receive a sample.

LAUNCH SUPPORT
 RECAP

   LAUNCH STRATEGY

     - International Launch on counter in all countries as of September 2013.
     - National Canadian launch with all retailers simultaneously.

     - IN STORE DISPLAY: focus weeks with all retailers throughout the
     month of September with special collateral items developed for each
     chain.

     - DEMO SUPPORT IN STORE: Demonstrators were assigned to all
     department stores throughout Canada within the first 2 weeks of the
     launch period.

     - IN-STORE SAMPLING:
          -substantial quantities of 2ml Vial samples were given to all stores
          for the launch.
          - also, sampling through scent seal cards were also sent to create
          even more sampling opportunity.
          - more demo support was given throughout December month.

DISTRIBUTION STRATEGY

DEPARTMENT STORES                          91

                                            9

                                           80

                                           41

                                            1

OTHERS
                                            6

                                           1115

                                           200

                      Burberry Boutiques    5

LAUNCH SUPPORT
 RECAP...

       - BA SALES CONTEST FOR LAUNCH PERIOD – The Bay
         Had a chance to win an trip for two in London plus 500$ in spending
       money.

    AFTER LAUNCH
       - Sampling Program with more Vials
       -Major Sampling with Shoppers Drug Mart Vivabox program.
       - Special Christmas gift with purchase: with the purchase of Burberry
       Brit Rhythm, the customer received either:
            - a Iphone cover at the image of Burberry
            - a Ipod case at the image of Burberry
            - 4.5ml mini EDT, 50ml After-Shave Balm, 50ml Shower Gel.

      The Bay         Holts- Ogilvy- Sears- Shoppers – Murale- PJC   The Bay ( Last ten days)

BA LAUNCH CONTEST

        For The Bay Beauty Advisors.

        Contest from launch in September to end
        of October.

        A chance to win one of a trip to London
        and 500$ of spending money.

        By Achieving 100% of their sales plans.

        Stores with highest % over plan would
        win.

        A gift Value of: $5000 !

        OUR WINNERS !
        Bay Brossard - + 440% of plan

MAJOR SAMPLING PROGRAM

    EAU DE TOILETTE
       Vial sample

       FEATURED IN

       FALL VIVABOX

  93,750 UNITS IN CANADA !

MARKETING TOOLS

TESTER FOUNTAIN UNIT   POP UP VISUALS    COUNTER TESTER UNIT

 TATTOS SAMPLES             BLOTTERS        VIAL SPRAY SAMPLES

IN STORE VIDEO

(video is on attached CD)

LAUNCH
               Focus dates

The Bay                 Sept 11th- 16th
Holt Renfrew            Sept 16th – 29th
Sears                   Sept 13th – 19th
                        & 20th- 26th
Murale                  Sept 8th – 21th
Shoppers Drug Mart      Sept 8th – 21th
Jean Coutu              Sept 1st – 11st

Focus in store

Focus in store

Focus in store

Focus in store

ADVERTISING SUPPORT
 RECAP

     PRINTED MEDIA CAMPAIGN
    In magazines from September to December.
         - Single pages
         - Double page spreads
                                      Sept                       Oct                       Nov                       Dec
                            36   37   38     39   40   41   42         43   44   45   46         47   48   49   50   51    52   1
                             2   9     16    23   30   7    14         21   28   4    11         18   25   2    9    16    23   30

          BRIT RHYTHM

            MEDIA

 PRINT

             Details

              GQ

           Interview

             Paper

          Rolling Stone

          Rolling Stone

             Sharp

             Sharp

Media plan
 RECAP

    RETAILERS COOP ADVERTISING PLAN

   THE BAY              PRESTIGE BOOK
                        BEAUTY THE GUIDE (DIGITAL GUIDE)
   HOLT RENFREW         FALL BOOK
   JEAN COUTU           SEPTEMBER GUIDE PASSION BEAUTE
                        ENCART PRESTIGE - SEPTEMBER
   MURALE               SEPTEMBER MUSE DIGITAL BOOK
   SHOPPERS DRUG MART   SEPTEMBER PRESTIGE BOOK

 WEB

ADVERTISING SUPPORT – RETAILER ADVERTISING

December Book           December Book

ADVERTISING SUPPORT – RETAILER ADVERTISING

SALES RESULTS

- OUR GOAL

        To Rank in Top 10 Fragrances for Men’s

- OUR RESULTS:
   • For the launch month BRM ranked #8 nationally
   • Ranked #7 in Department stores
   • After 1 week ranked # 4 position during focus week at The
     Bay.
   • #17 In Drugstores distribution.

PUBLIC RELATIONS
 RECAP

   VIP Press Trip for 2 journalists (Sharp & Elle
      Canada)
  April 22nd to 24th, 2013, to live the real Burberry
  experience.
  The journalists had the chance to visit the Burberry
  Offices, located in the famous Horseferry Houses.
  Then they met Christopher Bailey, the Chief Creative
  officer of Burberry .

   Mailing done in Summer 2013 to Top Canadian
  Medias including a bottle of the fragrance.

   Mailing of the press files and press assets to all
  Canadian Beauty Editors and bloggers.

THE DESIGN & THE FRAGRANCE
                       OBJECTIVE & DEMOGRAPHIC TARGET

                       -    Relaunch Brit franchise to grow into a
                            self sustaining pillar.
                       -    Communicate the new modern facet of
                            Burberry.
                       -    strong storytelling to appeal to the millennial
                            consumer.

                        CONCEPT
Single page - Model     -   A full Brit Franchise relaunch.
                        -   A New product (Pack & Juice)
                        -   New Campaign

                       THE CAMPAIGN
                       The Burberry Brit Rhythm For Him campaign evolves,
                       featuring British music player George Barnett, drummer
                       of The New Puritans, the first Burberry Brit Rhythm.

                       Campaign conveys The connection of sound and scent.
Double page - Model    Inspired by live music and the black leather jacket…

THE DESIGN
                     “Sexy and provocative, Brit Rhythm is
                     inspired by the exhilaration and
                     adrenaline of live music and the electric
                     energy of the crowd.”

                                         CHRISTOPHER BAILEY

             -       The bottle has rectangular (vertical)
                     shaped bottle with embossed check
                     and ridges on front and back

             −       The check is metalized in silver

             -       Clear cap and silver spray
                     with engraved logo

             − The outer packaging black outerpack
               with embossed ridges and tonal
               check with a silver foiled logo.

                 THE RANGE
                 -     85ml Eau de Toilette - $88
                 -     60ml Eau de Toilette - $68
                 -     After-Shave Balm - $55
                 -     Shower Gel - $34

THE SCENT
ORIENTAL - FOUGERE

“A deep and sensual woody leather note of styrax
and cedar under the spotlights of pulsating facets
of basil verveina”
                                                     BASIL VERVEINA

ELECTRIC TOP NOTES
Fresh basil verveina, Spicy cardamom, Shot of
juniper berries.

ADRENALISED HEART NOTES                              LEATHER STYRAX
Black leather, Heady patchouli, Styrax resin
Sexy.

SEXY BASE NOTES: Cedarwood, Incense, Warm
Tonka bean.

                                                     CEDAR HEART
PERFUMER: Dominique Ropion and Olivier Polge

KEY WORDS: Youthful, Free, Provocative

BURBERRY

                    BRIT
                     RHYTHM

24 / / 7 MAY 2013