De Rigo has rolled out a worldwide campaign to support the role its Police sunglasses play in the blockbuster Men in Black: International movie.
As reported, Men in Black agents are seen wearing a new Police style, Origins 1 SPL872, which was created exclusively for the film. The all-black, square-shaped acetate sunglasses have an eagle logo on the temples and come in a customised ‘Men in Black’ case.
The De Rigo campaign, which started in April and will run until the end of July, is featured in key airports in Europe, the Middle East, Africa and Asia Pacific.
Promotions are supported by an online activation, which allows shoppers to digitally try on Police glasses before looking up where they can buy them. A promotional video directs customers to the website by asking if they have what it takes to be a Men in Black agent.
De Rigo Duty Free & Licensor Boutiques Sales Manager Alessandra Piccin said: “With our appearance in such a huge summer film, it was only right that we should celebrate the launch of this Police special edition in a big way with our customers and partners in travel retail.
“We have been delighted with the response from shoppers who have been thrilled to see Hollywood stars wearing the brand in-store.”
The in-store campaign includes branded towers in selected airports, including Basel Mulhouse Freiburg and Casablanca Mohammed V International, while on-shelf branding, and visuals of the film’s stars, feature at airports, including those in Naples, Cairo and Guadeloupe, across Europe, Northern Africa and the Caribbean.
Promotions at Sharjah Duty Free included a store-in-store unit, video screens throughout the airport, a counter display and GWP offer. In the EMEA region, the campaign also featured in Dubai Duty Free and Bahrain Duty Free and with MSC Cruises.
In Asia, De Rigo unveiled a full-window display at the Haitang Bay Duty Free Shopping Complex. The display was supported by a wrapped cashier’s stand and visual displays on the sunglasses gondola showcasing the stars wearing the Police glasses.
Promotions at King Power Rangnam Level 1 featured a video in the main entrance to the sunglasses area and a stand playing the film’s trailer. The campaign is running at 30 locations – including airports in Hong Kong and Melbourne – across the Asia Pacific region, with on-shelf branding and GWP offers.
“Such high profile and visible activations are vital in today’s travel retail market,” Piccin added.
“We are very proud to have such an iconic brand feature in such a popular film series and we are very excited to be able to share this campaign with shoppers and travellers around the world.”
