CLIENT
Elizabeth Arden
Ronald Rolleston, CMO
Tamara Steele, VP Mktg.
Karen Huntoon, Dir. of Fragrance
AGENCY
Goodby Silverstein & Partners *Lead Agency
Joshua Spanier, Associate Media Dir.
Darren Brady-Harris, Account Dir.
SUMMARY
The teen girls who would drive the success of Britney Spears' new fragrance, Curious, do not lead traditional media lives. The brand needed to engage this elusive audience to endure big first-week sales that would deliver the essential momentum that makes or breaks a new celebrity fragrance. By connecting with teen fans of Britney through the ultimate pass-along media vehicle in teens' lives, the cell phone, Curious was put at the heart of gossip-crazy teens' media space. Britney sent personal voice and text messages to her fans on their cell phones. This was far and away the most successful fragrance launch of 2004 in both dollars and units and the best launch in Elizabeth Arden's history.
