Puig has launched an extensive omnichannel campaign across 19 countries and 17 airport doors to celebrate the launch of the Carolina Herrera 212 Heroes fragrance in Americas travel retail.
The ambitious campaign, which embraces the entire passenger journey, is running at major North, Central and South American airports throughout June and July.
They includesNew York-John F. Kennedy International Airport; Miami International Airport; São Paulo-Guarulhos International Airport; Buenos Aires Ezeiza Airport; Benito Juárez International Airport in Mexico City; Jorge Chávez International Airport in Lima and Cancún International Airport.
An ode to youth as a state of mind
As reported, 212 Heroes is the latest masculine fragrance from Carolina Herrera. It opens with fruity top notes of Pear Elixir, ginger and lemon haze cannabis, followed by a heart of Geranium Oil Madagascar and sage. It closes with leather accord and musk base notes.
The vegan scent, certified by third-party transparency organisation Expertise Vegan Europe (EVE), was launched in worldwide travel retail on 1 June
The Eau de Toilette comes in a striking skateboard-shaped flacon, a long-time symbol of Carolina Herrera’s 212 line. It is available in two sizes, 90ml and 50ml, and was designed so that customers can take one on the go and leave the other at home.
The skateboard is also a symbol of rebellious youth, which was the inspiration of the new scent.
The playfulness of 212 Heroes has been brought to life through striking in-store animations that transport travellers to New York City, introduce them to skateboarding culture and immerse them in the fragrance’s youthful world.
Rebelliousness and authenticity are the core values of the animation which features fragrance discovery bars, mini skate ramps and exclusive gifts with purchase. To further elevate consumer engagement, the pop-ups also feature a digital retailtainment game which take travellers on a virtual skate ride through New York City streets. The game can be accessed through a QR code.
To enhance sense of place, customers are given localised 212 Heroes stickers with every purchase. The stickers feature landmarks from the city they are in and can be used to personalise their luggage or skateboard.
Engaging passengers at all touchpoints of their journey
The Carolina Herrera 212 Heroes campaign extends to the digital realm too and features extensive social media activity across airports, inflight and on retailers’ social platforms.
The fragrance has been described as “an ode to youth as a state of mind” as characterised by Carolina Herrera’s 212 gang of ambassadors. In the striking visual campaign, the 212 gang skate around New York City, celebrating the international skateboarding movement.
The social media campaign aims to reach passengers at all touchpoints in their journey. In a brand first, the 30-second 212 Heroes film campaign was shown on all CopaAirlines flights across the Americas throughout June. The ad included a call to action for passengers to experience the fragrance themselves at various duty free stores.
212 Heroes has also taken over Cancún Airport, Latin America’s busiest airport for international passenger traffic in 2021 (year-to-date April 2021), by broadcasting the fragrance campaign on 105 digital screens across two terminals. A similar campaign is also running at São Paulo-Guarulhos International Airport Terminal 3 and Ezeiza International Airport.
In addition, the 212 Heroes campaign incorporates paid geo-targeted social activity that delivers brand messaging specific to the airport city. It also features advertising on Dufry and Attenza Duty Free’s owned websites and social media channels.
Puig Travel Retail Americas General Manager Felipe Grant said: “A launch campaign of this magnitude strengthens Carolina Herrera’s leadership in the Americas region and demonstrates Puig’s commitment to creating unforgettable fragrance experiences.
“The disruptive 212 Heroes campaign, with its digital and sense of place elements, is a fantastic way to welcome travellers back to airports and I would like to thank our retail partners for their support in bringing this complex campaign to life.”
